Digital Campaign of the Week: Scope

How the charity filmed a group of disability activists as they struggled to help a young man in a wheelchair across London using public transport

Scope's Time to Get Equal viral
Scope's Time to Get Equal viral

What is it?

A fast-paced viral (see below), made by Scope to highlight what travelling in London is like from a wheelchair-user's perspective. The viral was made to tie in with the charity's annual awareness-raising campaign Time to Get Equal.

What does Scope hope to achieve?

To encourage as many people as possible to sign a pledge to support equality for disabled people. "We also wanted to make a human and engaging film," says director of communcations and marketing Alexandra O'Dwyer. "And we wanted to encourage our headquarters staff to get involved on the day too."

How was it made?

With the help of four camera crews, one of which followed the campaigners on a motorbike.

Was a creative agency involved?

Scope received pro bono help from digital company Enable Interacitve on developing the idea, project management and creative production, which O'Dwyer estimates was worth more than £6,000.

Where is it being promoted?

"Wherever we know supporters hang out," says O'Dwyer. That means social networking sites, and on disability websites such as YourAble.

Any valuable lessons learnt?

"Perhaps we could have made the pledge more explicit by asking people to sign up within the story," says O'Dwyer. "But we didn't want to script or storyboard the film too heavily because we wanted a natural feel."

Third Sector's verdict

Confident, short and straight to the point. It's hard to believe that this is Scope's first viral.


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