01 — The project
Scope came out of the blocks itching for a fight during the Cost of Living Crisis, appalled at the magnifying effect it was having on the already stark inequality faced by disabled people across the UK. The charity had played a service provision role for much of its existence with campaigning being a secondary consideration, but this was not a time to be quiet.
02 — Creative process
I joined Scope in the weeks leading up to the Chancellor’s Autumn Statement, just as a new phase of the Cost of Living campaign was being devised.
My first task was to help create concepts to pitch to the wider organization. The route chosen was to contrast the almost unimaginable decisions disabled people were making just to survive with what the Government could immediately do to help.
I worked with the team and consultants to develop the messaging framework and hierarchy, develop assets across OOH and social, and get them out into the world in time to have an impact.
03 — What happened next
Barely ten days after the first brainstorm, our billboard trucks rolled into Parliament Square carrying bold messaging and visuals, backed by organic and paid social, a revamped web presence and rallying call for supporters and politicians alike.
In his Autumn Statement days later, the Chancellor uprated benefits in line with inflation, one of the key campaign objectives.
