The Hidden Cost of Christmas

Today we’re launching our new Christmas appeal: ‘The Hidden Cost of Christmas’. We’re incredibly proud to share this appeal, with our new television advert airing for the first time today (18 November). This forms part of a wider, integrated fundraising campaign including:   

• Digital advertising  
• Direct mail  
• DIY fundraising guide  
• Corporate partner engagement  
• Out of home advertising  
• Point of sale across our retail stores  

What are the hidden cost of Christmas?  

Life costs more for disabled people. Our research shows that disabled people would need an extra £1,010 every month to have the same standard of living as non-disabled people.   

Christmas is an expensive time, but it can be even harder for many disabled families. Our campaign highlights these hidden costs, and the impossible decisions that many families will face. 

Shellie and her son Adonis are the central story in our appeal. Adonis was born with Down Syndrome and a chronic bowel disease. For Shellie's family, extra costs arise from additional wipes and nappies, specialist food, and the cost of petrol and parking for frequent hospital visits. For other families this might include mobility aids, home adaptations, or extra energy costs to charge vital equipment.  

At Scope, our helpline is a lifeline to thousands of disabled families facing difficult choices this Christmas. Our trained advisers provide free, practical advice and reassurance when it’s needed most. But it costs nearly £1 a minute to answer a call to the helpline. And an average call costs £20. That’s why this appeal is so important.  

Through fundraising, shop sales, and in-store donations we hope to raise around £3 million to support this work.  

Developing our appeal   

This campaign has involved teams across Scope, as well expertise from the advertising and marketing sectors. It is also the first Christmas in Scope’s new brand, which is built on the principle of amplifying disabled people’s lives, truths and experiences.   

Colleagues from retail, fundraising, stories, marketing, and communications all contributed to the campaign. We also worked with our Disabled Colleagues Network (DCN). Colleague networks are an important part of Scope’s equality, diversity and inclusion approach. They are sometimes used to guide decision making, too. The network advised on the concept development, particularly around lived experience of disability.

We also worked in partnership with WPNC , The Kite Factory , and our corporate partner Clear Channel UK .

WPNC supported us to develop the creative strategy, and our Direct Response Television (DRTV) advert. We worked with the wonderful Sandra Money from WPNC who sadly passed away earlier this month. Our advert was the last one she worked on, and our thoughts remain with her loved ones.   

We're grateful too to The Kite Factory, who have worked on media planning and buying. And to our corporate partner Clear Channel who provided out-of-home advertising space.  

Co-creating this campaign

The appeal tells the story of Shellie and her 2-year-old son Adonis. Adonis was born with Down Syndrome and a chronic bowel disease. He had to undergo a major ileostomy operation which means he now has a stoma. Shellie reached out to Scope for information and advice about being a carer. And to find out whether she may be entitled to financial support to help her manage the extra costs her family faces.  

Working with disabled people to co-produce our work is central to what we do. Our stories team worked closely with Shellie, involving her at every stage. This was a delicate balance of ensuring that each critical milestone was met. Meanwhile, making sure that Shellie’s experience and welfare was at the heart of the appeal. Key messaging was developed with Shellie to ensure that we told her story with authenticity and in her own words.  

Shellie is very proud and pleased with the end results. She's told us that she hopes other families facing extra costs and needing advice will see the Christmas campaign. And that they can discover the valuable support we provide to disabled people and their families. She knows she isn't facing the hidden extra costs this Christmas alone.