Scope launches first TV ad for its mindfulness scheme aimed at families

Disability equality charity Scope has begun 2019 with a quirky and colourful advertising campaign for Mindful Monsters, its scheme which uses “a range of cards describing mindfulness activities to develop resilience in children and bring families together.”

Set to be broadcast during the breaks of parent-friendly shows like This Morning and Loose Women, as well as on cartoon-heavy networks for kids, the new advert introduces Thinky, Snug, Sparky, and Giggles — the quartet of creatures who make up the Mindful Monsters — to a wide audience, intended to inspire sign-ups to the service.

In return for a £7.50 donation to Scope per month, recipients will receive regular collectable activity cards, each of which encourages children to participate in various mindfulness-related tasks that the charity says “enhance the development of important life skills” for youngsters. The scheme first launched in 2017.

“Through our new campaign, we hope that parents and guardians will engage with the charity whilst enjoying incredible and memorable images with their children, through using Mindful Monsters," says Sarah Finlayson, marketing manager at Scope.

The ad is the result of collaborative work between Scope, parents, teachers, mindfulness experts, and London-based agency SpaceCity. All funds raised as a result of the campaign allow Scope to support disabled children and their families up and down the country.