Scope makes bid for top charity spot

Disability charity Scope is rebranding with the aid of a major disability awareness advertising campaign. The aim is to become the UK’s main disability charity.

Scope appointed advertising agency Citigate Albert Frank to design its new logo and create advertising. Citigate Albert Frank will also buy and plan the charity’s media. Scope director of marketing and communications Ben Sear oversaw the appointment. The charity says it will continue to use incumbent Target Direct for its direct marketing for the time being.

The poster campaign with the slogan “Time to get equal” will break at the start of June following a teaser campaign featuring the equal signs that will be a feature of the new branding.

The campaign is designed to encourage people to pledge their support to equality rather than just fundraising.

Scope has historically been the charity for cerebral palsy and was formerly known as The Spastics Society before rebranding in 1994 to lose the negative associations the name had built up.

To mark its repositioning, Scope held a fundraising gala dinner today (Wednesday) featuring internationally known figures such as Cherie Blair and Nelson Mandela.

The charity’s disability campaign also has the support of leading politicians and campaigners.

In a separate move, the Government is planning a &£3m disability awareness campaign later this year, to be created by HHCL/ Red Cell. The 1995 Disability Discrimination Act will take full effect in October.

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