First, because the End Child Poverty campaign showed it could bring together the biggest ever demonstration on behalf of children. Its Keep the Promise rally in London's Trafalgar Square was brash, confident, enjoyable and effective - and national media coverage showed the public mood is changing. Even The Sun newspaper ran a two-page spread urging people to attend.
Second, because the current financial crisis means the public really do understand that some families are hurting. In the recent past, some people claimed there was no real poverty in the UK - they don't say that now. And they know that the real pain of rising prices is being faced by the poorest families.
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