WATCH: Motability Scheme targets 1.2 million people with first ever national awareness campaign
Motability Operations, the company responsible for operating the Motability Scheme, is aiming to increase its market share of the mobility vehicle lease market with its first-ever national television campaign, reaching a potential further 1.2m customers.
Currently, only one-third of eligible disabled people are enjoying the benefits of a lease package through the Motability Scheme, according to the charity, while 1.2 million people are estimated to not be making the most of the everyday freedom it can offer.
After a successful regional pilot, the national pilot will see the television advert run across ITV, Channel 4 and selected Sky channels for around three months.
The pilot will be supported by the charity’s nationwide ‘Everyday Freedom’ campaign, which will be promoted on radio and in digital and national newspapers, as well as a range of content on social channels.
Delia Ray, Head of Marketing for Motability Operations, which operates the Scheme under contract to Motability 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.”
With 16,000 scooter and powered wheelchair customers throughout the UK, the Motability Scheme offers a worry-free leasing option to disabled people with insurance, breakdown assistance and servicing included.
Anyone who receives the Enhanced Rate of the Mobility Component of Personal Independence Payment, the Higher Rate Mobility Component of the Disability Living Allowance, War Pensioners’ Mobility Supplement or Armed Forces Independence Payment can exchange part of their weekly payment to lease a new scooter or powered wheelchair through the Motability Scheme.
Watch the TV advert below: