The 30-second ad, which shows a man in a wheelchair being beaten, is intended to promote Scope's current 'Time to Get Equal Week'. The charity claims that disabled people are four times more likely to be violently assaulted than able-bodied members of the public.
The ad, developed by The Gate, will run before the Sex and the City and Indiana Jones films and carries the strapline 'Discrimination against disabled people. Stop it'.
Scope is also rolling out a series of print ads in the national press during its awareness week.
Many charities, including Help the Aged, have recently moved away from using shock tactics in ads.
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