The marketing campaign, procured through print manager Brightsource, aims to teach its supporter base about the organisation's Inclusion scheme.

Respondents are encouraged to write messages of support for disabled children on the back of the paper chains and to mail them back with a donation.

The paper chains and an information leaflet were printed together on a single A4 sheet then micro-perforated due to budget restraints. Scope opted for a durable, lightweight paper that was strong enough to be handled without breaking but wouldn't increase costs.

"The costs of sending the paper chains back will be covered by Scope," said Rufus Cruft, Scope's senior fundraiser, supporter development.

"However, we are expecting our supporters to send back their response forms and chains within an enclosed business reply envelope, and so Scope should not occur any additional freepost costs," he added.

All the chains returned to Scope will be linked together to form a giant paper chain.

Scope's head of individual giving, Karen Barnes, said: "We have been provided with stand-out creativity, which we hope will captivate the hearts and minds of supporters and raise valuable funds for Scope Inclusion."