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Digital Campaign of the Week: Mencap

By Helen Barrett, Third Sector Online, 15 July 2009

Mencap Changing Lives viral campaign

How the charity's viral campaign to improve toilet changing facilities in public places for people with disabilities is securing commitment from local authorities

What is it?

Mencap's two viral films to promote its Changing Places, Changing Lives campaign. This demands 'Changing Places' toilets for disabled people - equipped with extra space and adult-sized bench and hoist - in newly built public places, and urges local authorities to install them in towns and public venues.

The first film shows a mother changing her son on a toilet floor to illustrate how carers cope without such faciliites. The second is an interview with a mother from Nottingham, who describes the advantages of Changing Places toilets for her and her disabled daughter.

How does the viral help the campaign?

By encouraging viewers to email their MPs. At the end of each film, the viewer can click on a link hosted by e-campaigning platform Advocacy Online to search for their MP then send them a standard message, and a message to the editor of their local newspaper.

How much did the virals cost?

Production costs for the two films came to £4,000. Craig Melcher, Mencap's web manager, says the charity secured an advantageous price from digital agency Kirkwall Media.

The viral is being promoted by seeding agency Message Space at a cost of £500.

How will Mencap evaluate the campaign?

By the number of Changing Places toilets installed, says Melcher. "We had 85 toilets in the country at the start of the campaign. Since then, we've had commitments from local authorities for six new ones."