Scope – defining disablism
Scope started life as The Spastic Society, the charity for people with cerebral palsy. They expanded their remit to represent all disabled people in 1999, and in 2003 appointed The Gate to help them raise awareness of the issues faced by disabled people.
Research conducted as part of our Brand Illumination process showed that most of the non-disabled population are completely unaware of the discrimination disabled people face on a daily basis.
We decided to put the quest for equality at the centre of the Scope brand, and started by creating an icon for the organisation and making it part of their logo. The launch campaign further promoted the concept of 'disablism' - a word that has since become recognised by dictionaries.
The new campaign put Scope on the map; Spontaneous awareness doubled after the first wave of the campaign, positioning Scope alongside Save the Children, WWF and Greenpeace.
- Elemental Truth:
- Scope's vision is a society in which disabled people are valued and have the same human and civil rights as everyone else
- Insight:
- The non-disabled population are largely unaware of the discrimination that disabled people suffer
- Brand idea:
- It's time to get equal