Young people with a learning disability will feature in a national TV, radio and print advertising campaign which aims to raise £300,000 for learning disability charity Mencap. Procter and Gamble products available at Co-operative Food and Co-operative Pharmacy stores will help raise funds for Mencap and ENABLE Scotland as part of The Co-operative’s Charity of the Year Partnership. The 6-week long promotion will see Procter and Gamble donate 3p from the sale of over 20 of their products, which includes Fairy, Herbal Essence and Pampers, to the charity.
In the commercial to raise awareness of the campaign, five young people with learning disabilities - Ellen Goodey, Ben Morse, Kirstie Andrews, Matthew McCarthy and Dharmesh Ladd from Mencap were filmed carrying out everyday tasks like any other young people.
Mark Goldring, Mencap’s chief executive, said: “This advert is an exciting and bold step towards a more inclusive society. We need to see more positive role models of people like Ellen, Ben, Kirstie, Matthew and Dharmesh on our TVs and in public life to help remove the stigmas associated with disability.” Money raised through The Co-operative Charity of the Year partnership will allow Mencap and ENABLE Scotland to launch a ground-breaking programme called Inspire Me.
Inspire Me will work with thousands of young people with a learning disability aged 16 - 25, their parents and carers, and local communities, to overcome the exclusion and prejudice that many face in their lives. The project will do this by providing activities and training, together with volunteering and employment opportunities.