The 'Freedom To Live' campaign, created by Tangible Response, aims to highlight the plight of disabled young people who are prevented from the freedom to live the lives they choose due to poor education, housing and social opportunities.
It will integrate direct mail, press ads, underground ads, inserts, a specially built , and DRTV to encourage supporter recruitment, fundraising and event participation.
Around 75,000 direct mail packs will drop in May targeting new audiences with a variety of appeals, ranging from £15 to £165, in line with the costs of special equipment that can be funded through donations.
The DRTV ad, broadcasting on satellite channels through May, tells the story of a young disabled woman, who has dreams and aspirations, but is held back from making them a reality. The ad asks for a committed direct debit given via a response telephone number.
London Underground posters and press materials run for the next two weeks and drive traffic to the micro-site or to a response telephone number. Twelve full-page press ads will appear across a selection of titles.
John Chamberlain, director of fundraising and marketing at Livability, said: "The new name, Livability, reinforces the idea that we focus on people's individual strengths and abilities and we want that positive life-changing aspect of our work to be communicated to a broad range of audiences, including our existing supporters who are getting used to our new name and also new and younger supporters.
"Freedom To Live is a fully integrated campaign delivered through awareness and brand response channels, campaigning, events and PR. It asserts our role as a leading organisation that provides both high quality services and policy campaigning to improve the lives of disabled young people in the UK."
The campaign starts this week with government lobbying. MPs at Westminster will be presented with a research report, which reveals that over 40% of disabled young people in the UK have nowhere suitable to live.
Paul Handley, managing director of Tangible Response says: "This is a fantastic example of true multi-media brand building, campaigning and impact fundraising.
"Working closely with Livability, we have developed a creative strategy which we are confident will achieve significant stand-out, giving Livability the visible launch required."
The charity was formed in a merger between John Grooms and the Shaftesbury Society last year.