Overview: Scope campaigns to create equal futures for the 16 million Britons, thats 1 in 4 people who are facing unnecessary daily challenges that hold them back.

I led the creative planning, development and delivery of Scope’s brand ‘spirit’ film, which was launched as a small integrated campaign on social, in shops and OHH. I led this project, working with Rosie Boon, Gusto film and the Brand and Marketing team to produce an accessible, socially optimised film used to launch Scope’s new brand. The film reflects the everyday challenges disabled people face daily using the bold, vibrant rebrand, and American rapper Q-Tip's positive and infectious lyrics (from the Chemical Brothers' classic Galvanise) which fit perfectly.

Target audience: Driven participants

• over 50% under 34 years old​

• action-oriented - enjoy events and challenges ​

• comfortable financially ​

• lived experience of disability (likely neurodivergence and learning rather than physical impairment) ​

• ethnically diverse ​

• young children ​

• don't care about world news - more local and in the UK ​

• energetic and relentlessly optimistic ​

• want to see a positive future and what role they can play collectively in the effort ​

• like to see disabled people in the workplace ​

• use FB, IG, TikTok and X and likely to post things that make them look smart/good/compassionate ​

• low levels of Scope awareness, only 24% are aware it's a disability charity ​

Results:
The film was launched on TikTok, Instagram, Facebook and LinkedIn. It reached 75,000 views in its first week on TikTok.
Meta impressions: 106,000
Meta CPM: £0.01

TikTok impressions: 225,000+
TikTok CPM: £2.00