The Mobility Scheme is to pilot its first ever national awareness campaign targeting the 1.2m eligible not currently using its services.
The Everyday Freedom campaign will feature a first ever television advert in combination with a print, digital and PR campaign designed to boost awareness and understanding of the Scheme amongst those who are eligible to join and their families.
Currently only one-third of eligible disabled people are enjoying the benefits of the Motability Scheme, while 1.2m people are estimated to not be making the most of the everyday freedom it can offer. Providing affordable, reliable cars to those with disabilities, the Motability Scheme has spent over 40 years supporting people to maintain their independence.
Delia Ray, head of marketing for Motability Operations, which operates the Scheme under contract to Motability, a national disability charity, said: “We are proud to be providing worry-free mobility to over 630,000 customers across the UK. However, we know that over a million more people with qualifying allowances could also access the Scheme and benefit from the freedom and independence it offers, but many are unaware of how it could help them.
“This campaign therefore aims to showcase what the Scheme offers to many more people with disabilities, and their families and carers, encouraging them to find out more. And television, with its powerful impact and potential to reach many thousands of viewers, is at the heart of this.
“When customers talk about the impact of the Scheme, they frequently use words such as independence and freedom. It is this essence that has inspired our Everyday Freedom campaign, and we’re excited to be sharing it with more people this spring.”
Please visit motability.co.uk for more information or call 0800 953 7000.