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As you might gather I’m keen to see lobby groups, charities and the social sector using social media, but tone of voice is everything. I found this film through John Hemmings blog. There’s something about it that troubles me. It follows an Ofsted report highlighting important failings with the court support service CAFCASS.

The video is discordant. The combination of the emotive images (I imagine none of which show actual abuse by cafcass?) and the ‘told you so script’ grates.
So congratulations to Mothers for Justice for having their case supported by Ofsted. But please think again about how you convey your message. It’s now time for action, so tell us what you want to happen or tell us a story which will give legs to the campaign for change. Pressure groups are well placed to tell stories of real people’s real experiences and that’s where the emotional impact should be found when using social media.