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POSSIBILITY WITH DISABILITY – LEONARD CHESHIRE LAUNCH BOLD NEW AD

December 14, 2020

A press release:

  • Possibility with Disability: supporting disabled people to live, learn and earn
  • 14.1m people in the UK are disabled, and 1 in 5 of us will become disabled in our lifetime
  • Leonard Cheshire’s bold new campaign aims to fight for the rights of disabled people and showcase their potential to live, learn and earn.

London, Monday 14th December, 2020 – Disabled people represent the fastest-growing minority group in the UK, yet face some of the most significant challenges regarding education, employment and wellbeing. Paving the way for a new age of disability awareness and acceptance, the UK’s leading disability charity, Leonard Cheshire, has this week launched a brave, new approach to fight for the rights of disabled people and showcase their potential.

With 14.1 million disabled people currently living in the UK1; with one in five of us set to become disabled in our lifetime2 and disabled people being one of the groups hardest hit by the pandemic, there has never been a more pressing time to educate the nation. Leonard Cheshire’s Possibility with Disability campaign aims to shine a light on the potential of disabled people, and in turn, draw attention to the limiting effects of societal attitudes toward people with disabilities.  It is not an individual’s disability that can hold disabled people back, but rather outdated societal barriers and attitudes.

The daring TV ad launches this week alongside digital, social and DRTV.  It features three disabled actors on their journey to live, learn and earn, demonstrating the real possibility with disability at the heart of the campaign. A voiceover explains that while pain, confusion and struggle can be experienced, it’s actually the way in which the world sees disabled people that represents the ‘real problem’. By contrast, the characters are then shown thriving in these environments, with Leonard Cheshire supporting them to ‘live’, ‘learn’ and ‘earn’ to their full potential. The ad closes with the actors asking viewers directly, “Can you see the possibility beyond my disability?”. 

Viewers are invited to support Leonard Cheshire by texting ‘YES’ to 70773 to donate £5 or alternatively they can visit www.leonardcheshire.org/possibility

Stephen Duckworth OBE, Trustee, Leonard Cheshire, said: “Leonard Cheshire’s ‘Possibility with Disability’ campaign comes at a pivotal time for disabled people, given the challenges 2020 has presented and the 25 year anniversary of the Disability Discrimination Act.  By working with disabled people in the development of the campaign, it is all too apparent that while there has been progress in some areas, there is still a lack of recognition of the power and potential that disabled people possess, something that this campaign aims to change.

“Leonard Cheshire has worked to support disabled people to live, learn and earn for over 70 years, so we’re proud that this will be our biggest ever integrated communications campaign to date.  The benefit of having a more inclusive society is immeasurable.”

To help disabled people livelife to their fullest, funds raised can go towards Leonard Cheshire’s ‘Can Do’ youth activities, which involve disabled community members in fun, confidence-building activities. Donations can also contribute to helping disabled people learn, through Leonard Cheshire’s Digital Inclusion Programmes, where internet access, and the provision of training and support together with the latest in accessible tech are the sole focus. Funds raised can also go towards helping disabled people earn, through Leonard Cheshire’s Change 100 initiative, working with employers to make them more accessible, and Employment Support programmes in regions around the UK, helping disabled people earn a living on their independence journey.

For more information, visit: https://www.leonardcheshire.org

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