Created by Flourish, the campaign features the true story of four-year old Amelia, who has cerebral palsy and needs round-the-clock care, and her mother Angela, who became so exhausted by caring for her daughter that she nearly had her adopted.
However, Angela was introduced to Scope Inclusion, a service that enables disabled people to be part of the community and which means that Amelia is looked after by a professional nurse through the night, on one day per week and during every other weekend.
A direct mail pack is being sent to Scope's supporter base, encouraging them to send messages of support to disabled children by writing on the back of one of a set of paper chains included in the pack, then mail it back with a donation to help extend the Scope Inclusion service to other areas of the UK.
All the chains that are returned to Scope will be linked together to form a giant paper chain that will act as a symbol of support for disabled people at Christmas. Recipients are also encouraged to use the remaining paper chains to decorate their homes.
Flourish has also devised a test-email element to the campaign, targeting supporters on the Scope database who do not tend to respond to direct mail or face-to-face marketing.
The email will encourage recipients to visit a , which goes live on Monday, where they can add a message of support to a virtual paper chain. Posted messages will then be added to the main chain.
Flourish has also designed a Paper Chain Appeal logo, which will appear across all campaign communications.
Karen Barnes, Scope's head of individual giving, said: "Flourish has provided us with stand-out creativity which we hope will captivate the hearts and minds of supporters, raise valuable funds for Scope Inclusion and extend our message of equal rights for disabled people beyond our existing supporter base"
Nikki Ingram, account director at Flourish, added: "This mailing is a first for Scope in terms of integrating both offline and online media and extending one message across its entire warm supporter base, whether cash supporters or committed givers."