A hand to hold

This Mencap poster showing the emotional dilemma of living with a learning disability has gone on display at 300 locations across the UK. The campaign titled "I missed my mam", features a man called Keith who faces life on his own for the first time following the death of his mother. The poster, which will be placed in high-visibility and busy high-street areas, is designed to challenge people's misconceptions about the level of emotional support that the charity provides to those with a severe learning disability.

The poster, designed by ad agency Cascaid, will be supported by a direct mail sent to 200,000 potential new supporters. The charity hopes to recruit at least 5,000 new donors and will follow this initial drive with another direct mail and radio campaign in September.

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