Sainsbury’s, NatWest and Nationwide Building Society have teamed up with Channel 4 alongside Scope and Disability Confident to gift advertising airtime to social enterprises championing disability to mark International Day of Persons with Disabilities (IDPWD).
Building on the success of last year’s activity, Channel 4 has partnered with these companies to create an ad-break takeover for this year’s Purple Light Up, which celebrates the economic contribution made by disabled people worldwide.
Together they will donate one 60 second ad spot to three social enterprises who were sourced in partnership with Disability Confident and Scope, for providing employment opportunities to those who are disabled, impaired and disadvantaged.
The unique campaign – ‘Disability Works’ – will broadcast during Channel 4’s How to Save 1,000 Pounds Online tonight (3 December) at 8pm to commemorate IDPWD.
The social enterprises chosen are:
Beco – Better Considered
Beco produce eco-friendly, vegan soap. 80% of their workforce is disabled and they pride themselves on the amazing soaps products they make. Their website also showcases their staff on their website and encourages other companies to #StealTheirStaff – they know many of their staff want to move on to other areas of work and they want to help them achieve their goals.
This award-winning chocolatier employ autistic adults to create their delicious and luxurious range of chocolates. The couple behind the social enterprise have a son called Ash who is autistic and they wanted to offer him a bright future, so they started Harry Specters. Now they are dedicated to making fine chocolates, employing autistic adults and making a positive change.
This brewing company is based in South London and they employ people with learning disabilities and train them to make and serve amazing beer. They have a Taproom in Sydenham and a pop up bar running until Christmas at Catford Broadway. They also welcome large beer orders by the case, allowing you to enjoy the fruits of their labour at home too.
The organisations have been gifted airtime this IDPWD for being shining examples of how ‘disability works’ – disabled people being their most authentic selves in work and celebrating their positive contribution to the UK economy.
Each donating advertiser will also receive an accompanying 10 second introduction preceding the advert showcasing their gesture which will help raise the profile of these businesses and products this Christmas.
The idea has been devised by 4Sales’ creative arm PL4Y and led by Thomas Pullen, Creative Producer and Adam Denton, Creative Strategist, working with agency partners Wavemaker (Nationwide) Zenith Media (NatWest) PHD Media (Sainsbury’s).
Jonathan Allan, Channel 4’s Chief Commercial Officer said: “Building on the resounding success of last year’s #PurpleLightUp activity, it’s great to work with these three great brands to donate this unique ad break, which we hope will encourage businesses to realise the value that talented people with disabilities bring to the workplace.”
James Taylor, Head of Policy, Public Affairs and Campaigns at disability equality charity, Scope, said: “It’s fantastic to see Channel 4 supporting Purple Light Up again. Showcasing disability employment by giving disabled entrepreneurs a platform on our primetime screens can only be positive. Disabled people remain shut out of the workplace, and massively underrepresented on our screens and behind-the-scenes. We’d like all companies to become disability gamechangers, actively challenging perceptions and attitudes towards disabled people in everything they do.”
The campaign to raise awareness of the #PurpleLightUp movement, originally created by PurpleSpace – of which Channel 4 is a member – celebrates the economic contribution made by disabled people worldwide.
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