FUNDRAISING NEWS: Campaign Watch - Just Breaking

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Scope, the national disability organisation, has embarked on a DRTV campaign following a four-year break from the fundraising medium.

The 90-second ad focuses on a young boy with cerebral palsy, a condition at the heart of the charity's work.

The charity aims to demonstrate what it means to be denied the most basic human right of all - the right to be heard.

The ads make an emotive plea to the viewer by showing footage of a boy who is unable to speak. The boy is seen using a communication aid, which has been supplied by Scope. He types in "I love you Mum

and smiles as it repeats his words.

The ad, which broke last week, was produced by direct marketing agency Target Direct. It uses the voice of actress Caroline Quentin, who is best known for her role in Men Behaving Badly.

The DRTV push will encourage people to sign up for a regular gift of £3 a month through paperless direct debit (PDD) and is expected to generate more than 600 calls, with 60 per cent of callers signing up to PDD during its two-week run.

The ads will appear on satellite channels including UK Style, UK Gold and Granada Plus.

The charity hopes the campaign will reach a younger audience of women aged 45-plus as opposed to Scope's more traditional donor profile of 60-plus.

The funds raised as a result of the DRTV push could help Scope provide children and adults who have no speech or impaired speech gain access to the support and services they need to help them communicate.

The campaign will be followed up by a cold recruitment mailing later this month.

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