How to stop a mass media campaign that’s killing you
By News24 staff A new mass media advertising campaign that started airing in the UK this month has become the latest to target the UK’s most vulnerable communities.
The campaign, called the National Disability Insurance Scheme (NDIS) for the Blind and Disabled, started airing on the BBC, Sky News and the BBC News Channel in the weeks before the general election.
It targets the poorest, most disadvantaged groups, including children and those with learning disabilities.
“It’s a new campaign that has gone into overdrive,” says Natasha Dyson, the campaign director at the disability advocacy group, Disability Rights UK.
“We have seen the number of disabled people being targeted and the people affected by the campaign.””NDIS is an essential part of the NHS, providing essential support to those who are at the lowest end of the scale, and the most vulnerable, who are the most under-represented and who are people with disabilities,” she says.
The NDIS for the blind and disabled campaign launched on 1 March, 2017.
The UK’s disability community has long had concerns about the NDIS, which is funded by taxpayers.
“The NDis for the disabled campaign is an example of what happens when the Government gets its priorities wrong,” says Dyson.
“It’s the same thing that happened with the National Health Service.
The NHS has always had a disability component and the NDis is the only disability component that it has in place.”
Dyson says the NDiss is an opportunity to “move beyond rhetoric and make sure that people with disability can access and get the support they need”.
The campaign was developed with the help of the disability charities Disability UK, Disability People and Disability Rights International.
The charity Disability People has worked with Disability Rights to ensure the campaign is respectful to people with intellectual disabilities.
In addition to being a targeted campaign, the NDiscys campaign also highlights the UK Government’s failure to provide the NDISCs for disabled people with severe disabilities with the right to a disability benefit, which was introduced in May 2018.
“We’re asking the Government to provide people with mental health conditions the same support that is available to the disabled,” says Disability People’s policy director, Liz Carter.
“If they want to provide it, they have to go to the government, which they have not done.”
What we’re seeing in this campaign is the Government doing the right thing, but it’s still failing to provide support for people with very severe disabilities,” Carter says.
In a statement, the Government says it is “working with the relevant charities to ensure that the NDISS is fully funded and that we have the right support in place to ensure all people with a disability receive a benefit”.
The NDiscities campaign is aimed at those with severe mental illnesses, those who have a physical disability or a learning disability, and those who can’t speak or understand English.
It’s also aimed at people in care facilities, including residential care and the general population, which the Government is funding to provide access to services.
A spokesperson for the Department for Work and Pensions (DWP) says the campaign aims to “reassure the people who rely on the NDISA that the benefits are being paid for”.”
The Government is investing in our mental health service to make sure all people on benefits have access to the benefits and the care they need,” the spokesperson says.”
This is why we are investing in people in homes and helping them access services they need.
“But disability rights advocates say the NDisa is failing people with cognitive disabilities, who have an IQ of less than 70, and people with learning difficulties, who also have an intellectual disability.”
If people with profound disabilities are going to get the help they need, why don’t we also have help for those with a learning difficulty?
“The campaign highlights the lack of support for those people,” says Helen McManus, the head of disability charity, the Association for the Disabled.
“A lot of people with these problems are very bright, articulate, well-educated, able-bodied people, but there’s just no support for them.”
McManus says it’s not just those with intellectual disability who suffer from NDIS failings, but people with speech and language impairment.
“They’re going to struggle to get a job or even to get into university,” she explains.
“There are people in nursing homes that are unable to care for their elderly parents.
It’s really difficult for those families.”
In October, the National Institute for Health and Care Excellence (Nice) found that nearly a third of people in England had an intellectual impairment, including intellectual disabilities such as a learning and communication disability.
The research also revealed that, on average, the average person with a mental disability has a lower IQ than the average member of the public.
“Those are the people that are at high risk of getting a disability,” McManuses says.
“That means that those who suffer a mental impairment have the most severe disabilities, like cognitive impairments and intellectual disabilities.”