"Public understanding of poverty in the UK is limited. The media can give people with experience of poverty the opportunity to present their views, experiences and opinions, which can help to inform and create a groundswell of public opinion supporting efforts to tackle poverty. This study focuses on: how people can give their views and tell their stories when they are presented as ‘case studies’ in the press, on radio or on television; the roles and responsibilities of voluntary and community organisations in helping journalists find case study individuals – and the issues those individuals should consider; opportunities in the ‘new’ media to produce and disseminate material, and the challenge of reaching an audience; the need to produce accessible, good-quality material that people will pass on; ‘viral’ media and developing online communities." (Page 1)