What is it?
A viral film to promote single parents charity Gingerbread's Let's Lose the Labels campaign. It's backed by an online live "wall of shame and fame" to highlight what the charity calls good and bad journalistic practice in how single parents are portrayed.
Both form part of the charity's election campaign. It is calling on 30 MPs and 10 national newspapers to sign a pledge to challenge prejudice against single parent families and support Gingerbread's campaign. Gordon Brown, David Cameron and Nick Clegg are among those already signed up.
Why does Gingerbread think the campaign is needed?
Gingerbread says single parents are fed up with being labelled as benefit scroungers or bad parents. Eighty three per cent told the charity the media portrayed them in a negative light.
Among the wider public, a YouGov survey showed 65 per cent of people believe less than half of single parents work, whereas in fact nearly 60 per cent are working, and the number of people who think most single parents don't work has increased, so it hopes to change minds.
How is it being promoted?
With a PR campaign, and on YouTube.
Was an agency involved?
Advertising agency AMV created the film on a pro bono basis, with narration by actors Peter Capaldi and Tamsin Greig.
"We've had a massive online response. The challenge now is to keep up the momentun, and the pressure on media editors to sign the pledge," says Jane Hindle, head of communications and publishing.
Third Sector's verdict
A well thought-out and witty campaign. The e-pledge, which allows supporters to participate by asking their MPs to sign up, gets everyone involved.