Digital Campaign of the Week: Leonard Cheshire Disability's spoof property website Can't Move

The disability charity has found an interesting way to raise awareness that not enough disabled-friendly homes are available

Can't Move
Can't Move

What is it?

The national charity that supports disabled people has created a spoof property website called Can’t Move to highlight how hard it is for disabled people to find suitable housing. Each visitor is asked to type in their postcode in order to find their "home of a lifetime", but instead are shown attractive homes that are totally unsuitable for people with physical disabilities, highlighting the issue that 300,000 people are trapped in unsuitable homes. They are then asked to give their address details so that a message can be sent to their local general election candidates about the problem.

Why now?

The initiative, which is part of the charity's wider Home Truths accommodation campaign, was launched on 17 April in the run-up to the general election in order to engage people who would perhaps not normally be interested in politics and to encourage them to contact their local candidates about the issue.

What does the charity want to achieve?

The digital campaign was created as a quirky way of reaching people who had not previously engaged with the organisation’s campaigns and might not be awared of the lack of disabled-friendly homes.

What has been the impact so far?

Almost 500 people have contacted their parliamentary candidates about the issue after seeing the campaign and the charity reports positive support for the issue from those who have been contacted.

What the charity says

Emma Lindsay, campaigns manager, said: "Five million of us have mobility problems and could benefit from a disabled-friendly home. National government and local councils are failing to provide the disabled-friendly homes the UK needs. Disabled and older people are having to wash at their kitchen sinks or use commodes in their living rooms because of the lack of disabled-friendly homes.

"We want to see housebuilders and all political parties commit to making sure the next generation of homes are easily adaptable. We are asking for all new homes to be built to Lifetime Home Standards, and at least one in 10 new homes should be fully wheelchair-accessible."

Third Sector verdict

To be picky, there seem to be only two examples of houses when a postcode is typed in. Neither of these look like the property where I live, but the charity has found a clever way of presenting what could be quite a dry issue in a succinct and memorable way.

The website grabs the curiosity of viewers and sets out the problem simply, drawing in data from their local areas without lecturing. It says what needs to be done and gives the public a way of effortlessly informing their local election candidates of the issue.

Many of us have trawled through property websites, and this spoof format will attract and intrigue audiences that have not previously engaged with the charity.

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