Scope

Scope, the disability equality charity, is today launching a TV appeal which reveals ‘the hidden cost of Christmas’ for disabled families.

The ad, created by integrated marketing agency WPNC, features mum Shellie and her two-year-old son Adonis. He was born with Down’s Syndrome and a chronic bowel disease, and required surgery that resulted in two stomas.

In the ad, Shellie describes the additional costs of Adonis’s conditions including the need for extra nappies, baby wipes, nutritional supplements and specialist equipment such as an adapted buggy. She says the cost of Adonis’s care means “there isn’t always a pot of money for Christmas celebrations”.

In addition, because looking after Adonis means Shellie cannot seek full-time work the family are largely supported by her husband’s salary so budgeting is difficult. This becomes harder at Christmas when the ongoing ‘hidden costs’ of Adonis’s care take precedence over disposable spend on presents and a Christmas meal.

Scope’s Disability Price Tag research measures the additional amount of money a disabled household would need to achieve the same standard of living as a non-disabled household. It includes all of the items and services that a disabled household might need, but goes without because they are too expensive. The 2024 report found:

• Disabled households with at least one disabled adult or child face extra costs each month.
• On average, disabled households need an additional £1,010 a month to have the same standard of living as non-disabled households. This extra cost of disability is equivalent to 67% of household income after housing costs.
• This figure has risen over time, and without intervention it is likely to continue to increase.
•  For households with two disabled adults and at least two children, these average costs increase to £1,248 a month.

The ad asks viewers to support the appeal by donating £4 to Scope via their mobile phone. This will fund the charity’s helpline staff to take calls from and support families in similar situations to Shellie and Adonis with advice and resources.

A call Shellie made to the charity led to her receiving Disability Living Allowance. Prior to contacting Scope she was unaware the family was entitled to disability payments.

The TV ad is part of a wider, integrated fundraising campaign including digital activity; press ads; and direct mail. It also features point of sale assets, print and digital ads, local radio and social media executions to support Scope’s network of shops.

Amanda Mitchell, Executive Director of Fundraising, Scope, commented: “Life costs more if you are disabled. Last month the Chancellor, Rachel Reeves, confirmed billions of pounds of cuts to the welfare budget will go ahead as planned by the previous government. We’re yet to hear how cuts will be made - and that adds further uncertainty and hardship for people who rely on benefits.

“While the government talks about making tough choices to balance the overall economy, disabled families and other people we support face difficult decisions of their own with the festive season looming. Our campaign highlights the stark choices which are a daily part of real life for Shellie as she strives to give Adonis the best Christmas possible - one which is easy to take for granted.

“At Scope, we are here to support disabled families, just like Shellie’s, who are facing hidden costs this Christmas and all year round. We provide free, practical advice and reassurance when it’s needed most. Last year we supported over 42,000 customers with information and advice through our Helpline and Disability Energy Support service. Just £4 will help fund the cost of a call to our helpline, so we can support disabled people who are facing a financial struggle this winter.”

John Eversley, Managing Director, WPNC, said: “Building on the success of Scope’s Christmas 2023 campaign, we’ve built a campaign to really bring home the message that disabled people and their families have impossible choices every day - and Christmas is an even tougher challenge. We’ve harnessed the power of authenticity by telling the story of Shellie and Adonis. The storytelling, we hope, won’t be uncomfortable for viewers, but instead bring into focus the urgency of Christmas, and the crucial nature of help and assistance from Scope.

“Featuring a real family from the Midlands, not actors, in the TV ad allows us to highlight in an authentic way the real problems and emotional distress faced by the people Scope supports. It’s a very different Christmas than the festivities shown in other ads that are currently on air. We are incredibly proud of this work; the client and agency team alike are to be congratulated.”