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A man is wearing a mask to help him breathe. "A cost of breathing crisis" is written on top of the image.

Diversity, Equity & InclusionBetter Futures

09 May 23

Scope and ITV join forces to highlight the ‘Cost of Breathing Crisis’ for disabled people - with new ad campaign airing today
  • New advert for Scope, produced by ITV Creative and running in ITV gifted airtime, inspired by thousands of calls to charity’s helpline launches Tuesday 9th May
  • Ad highlights how Scope is supporting disabled people who are being hit hardest by the cost-of-living crisis
  • Disabled people who rely on energy to move around, speak and breathe risk losing their independence, health and wellbeing
  • 1 in 4 Scope callers who rely on medical equipment have had to switch it off to save money

The disability equality charity Scope has teamed up with ITV for a powerful new ad campaign, highlighting how disabled people are being hit hardest by the cost-of-living crisis.

The advert is to air throughout May and June, including during tonight’s I’m A Celebrity Get Me Out of Here. It features 6 disabled actors, in scenarios inspired by the thousands of devastating stories Scope has heard from disabled people during the cost-of-living crisis.

It shows disabled people relying on electrical equipment such as CPAP (continuous positive airway pressure) machines to breathe, hoists to get in and out of bed, and communication devices to speak.

The advert will be one of a handful of accessible TV ads, with full captions and the option of audio descriptions.

The charity is publishing new data showing:

  • The charity’s advice lines have supported almost 38,000 disabled people over the past year [1]
  •  Scope’s Disability Energy Support Service has saved disabled people almost £2million over the past year through advice and support [2]
  • 2 in 5 callers to Scope’s helpline have medical equipment [3]
  • 1 in 4 (23%) of those have had to switch that medical equipment off to cut costs [4]
  • More than a third (38%) of callers to Scope’s energy helpline are in energy debt – on average by £1,023 [5] 

Scope’s latest ‘Disability Price Tag’, published last month, found on average disabled households need an additional £975 a month to have the same standard of living as non-disabled households - creating an enormous gulf in living standards. [6] 

Toby Greaves, head of services at disability equality charity Scope, said:

“Life costs a lot more for disabled people. As the spiralling cost of living forces many people to cut down their energy use, for disabled people, it can be life and death.

“With summer on the horizon, many people will be turning their thermostats down and hoping to see their energy bills drop.

“But for disabled people who rely on energy to stay alive, going without isn’t an option.

“Our helplines are being inundated with heart-wrenching calls from disabled people and their families, who have switched everything off and have nothing left to cut back.

“These costs are far too often overlooked by society, which is why it’s so important that ITV are supporting Scope to highlight this issue and let disabled people know we are here.

“We know many disabled people feel there is nowhere to turn, but Scope is here to help. Our friendly team offers free, practical and accessible advice. We can help you navigate benefits, manage your energy bills, access grants and claim the financial support you’re entitled to.”

Susie Braun, ITV ’s Director of Social Purpose said:

"As a public service broadcaster, ITV has been shining a light on the cost of living crisis and supporting the British public in navigating it across our content. Our partnership with Scope seeks to highlight the support available to disabled people who are dealing with the life-changing impact of additional increased costs. We're delighted to partner with Scope once again on such an important initiative."

References:

1. In 2022/2023, 37,790 customers were provided with support or advice through Scope’s helpline and Disability Energy Support (DES) service.

2. Between April 2022 and March 2023, Scope’s DES service estimates its customers have saved £1,929,868.16 through advice and support with their energy bills figures based on 8680 referrals.

3, 4, 5. Figures from Scope’s Disability Energy Support Service from the period August 2022 to March 2023. Based on 627 appointments.

6. From Scope’s Disability Price Tag, April 2023. Figure based on Scope analysis of the Family Resources Survey 2019/20.

Notes to editor:

A preview of the advert is available here:

A selection of still images is available here: https://bit.ly/3NDKwB5

About Scope:

We’re Scope and we want equality for disabled people. We provide practical and emotional information and support when it’s needed most and we campaign relentlessly to create a fairer society.

About Scope ’s helpline:

Scope's helpline provides free, independent and impartial advice and support on issues that matter to disabled people and their families.

Phone: 0808 800 3333.

Email: [email protected].

Textphone: dial 18001 then 0808 800 3333.

Calls are free from UK landlines and mobiles.

Opening times

  • Monday to Friday, 9am to 6pm. You might get a quicker response if you call before 1pm or after 4pm
  • Saturday and Sunday, 10am to 6pm
  • Most bank holidays

About ITV Social Purpose:

ITV entertains and connects with millions of people globally, reflecting and shaping culture with brilliant content and creativity. Reflecting and shaping the world we live in gives us a great opportunity: to change ITV for the better, and to use our content to reach and inspire positive change in the wider world. This is ITV's Social Purpose - shaping culture for good. We do this across four focus areas: Better Mental and Physical Health, Diversity & Inclusion, Climate Action and Giving Back.

For more information, please visit: itvplc.com/socialpurpose

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