Young people with a learning disability feature in TV advert

Wednesday 03 August 2011

Advertising campaign to promote The Co-operative and Procter and Gamble’s fundraising for Mencap

The Co-operative has joined forces with Procter and Gamble (P&G) to raise £300,000 for Mencap and ENABLE Scotland.

For six weeks from Wednesday 3 August, 3p from over 20 P&G brands sold in The Co-operative stores will be donated to the charities.  P&G brands include Fairy, Herbal Essence and Pampers.

The campaign is part of The Co-operative’s Charity of the Year fundraising for Mencap and ENABLE Scotland. Geraldine Huse, sales general manager for P&G in the UK & Ireland, said: “We are proud to bring the strength and reach of our brands and marketing capability to help raise awareness and much needed funds for this great cause.”

Throughout August and September, five young people with a learning disability will feature in press, radio and TV adverts to promote the campaign.

Ellen Goodey, Ben Morse, Kirstie Andrews, Matthew McCarthy and Dharmesh Ladd from Mencap were filmed carrying out everyday tasks. 

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 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 fund Inspire Me, a ground-breaking programme for young people with a learning disability. Inspire Me will provide activities and training, together with volunteering and employment opportunities, for 16-25 year olds.

Watch the advert

Find out more about The Co-operative's Charity of the Year partnership with Mencap and ENABLE Scotland

Find out more about Inspire Me on the new Inspire Me website