What is it?
The Britain Cares campaign encourages the public to show that it backs local support for disabled people. Members of the public are being asked to take a photo of themselves with the words "I Care" either written on them or being held up by them, to form an online photo gallery. They are also being encouraged to send the photos to their MPs.
The MPs will then be asked to call on the Secretary of State for Health, Jeremy Hunt, to ensure disabled people have the essential support they need to live their lives.
What does Scope hope to achieve?
The charity is hoping to use a powerful demonstration of public backing to encourage the government to put in place funding that can ensure disabled people get local support for basic things – such as getting washed, dressed and out of the house.
Why is Scope doing it?
Matt Jackson, head of campaigns at Scope, says: "This campaign is about showing the government that British people really do care about whether or not disabled people can live independently."
How is it being promoted?
The website will be supported by a social media push backed by the hashtag #BritainCares!. Over the coming weeks the campaign will include an online video, celebrity tweets and a set of bold adverts in Scope’s 240 charity shops.
Third Sector verdict:
This simple campaign makes a strong visual impact as the wall of photographs starts to build up. The campaign, which was launched this week, already seems to be resonating with the public, with a number of photographs having been uploaded and people tweeting using the hashtag already. The only criticism would be that the "Britain Cares" tag is quite generic, so it isn't immediately clear what Britain cares about.