The charity and care home operator helps more than 5,000 people each year who have unexpectedly ended up
living in poverty, and has briefed Amazon to highlight its work.
‘There is a stigma surrounding poverty, and perceptions of how people fall into it are not always right.
‘People who work hard all their life can suddenly find themselves struggling financially,’ said Amazon account director Louise Fitzsimons. The Government estimates that more than half of UK residents living in poverty are homeowners, she added.
EFC estimates that four million adults are currently living in poverty in the UK. As well as long-term support, it also provides cash to help buy items such as fridges or for essential repairs.
Comms manager Marianne Ten Kate said the charity used Nexus Choat (now Nexus Communications) in 1997 and Porter Novelli between 2002 and 2005, but decided it wanted an agency with more of a public sector focus for an issues-based media relations campaign.
‘The more donors we attract, the more beneficiaries we can help, so we want to raise our profile across the UK,’ Ten Kate said.
Last week a report by accountancy firm Grant Thornton predicted 30,000 UK people will become insolvent in the first quarter of 2007.