THE ‘COST OF BREATHING CRISIS’ In May, ITV partnered with Scope to create a campaign highlighting the devastating impact that the increasing cost of living is having on the lives of Disabled people. The “Cost of Breathing Crisis” campaign showed how many Disabled people need to use more energy to power essential and lifesaving equipment such as wheelchairs, hoists, communication devices and ventilators. The campaign aimed to ensure Disabled people and their families knew that Scope was there to help and ITV gifted the creative idea and airtime to Scope. The advert was created with accessibility at the forefront, including having a BSL (British Sign Language) interpreter available on set, providing bespoke transport according to each actor’s needs and ensuring the ad itself was fully accessible with captions and the option of audio description. The Cost of Breathing Crisis campaign LOOSE WOMEN NON-VISIBLE DISABILITY PANEL Loose Women hosted their first ever non-visible disability panel to tackle the stigmas surrounding non- visible disabilities and spotlight the challenges faced by the one in seven neurodivergent people in the UK. Guest panellists included Christine McGuinness, Nadia Sawalha, Denise Welch and Judi Love, all of whom are living with non-visible disabilities including autism, ADHD and dyslexia. Loose Women ITV Social Purpose Impact Report 2023 45