UK: The changing image of charity advertising

Jenny Corbett, Lecturer in Special Education at the University of East London, and Sue Ralph, Lecturer in Education and the Mass Media at The University of Manchester, consider ways in which Mencap, a British charity created to give help to people with learning disabilities and their families, has changed its image. The tensions between the need to sell an image which attracts financial support and the campaign for equal rights and dignity are also explored.