Privacy Policy - Care About Care

Care About Care — Privacy Notice

Last updated: April 2026

1. About this notice

Care About Care is a campaign calling for a change in how adult social care in England is funded and valued. You can support the campaign in three main ways: by emailing your MP through our website, by emailing Andy Burnham MP through our website, and by recording a short video sharing your views or experiences, which we edit into a branded clip and, with your consent, publish on our public social media channels.

This notice covers everything the campaign collects: the details you give us when you email your MP or Andy Burnham MP, the video and details you give us when you submit a supporter video, the information you send when you contact us, and the technical information collected when you visit careaboutcare.org. It explains how we use your information, who we share it with, how long we keep it, and your rights, including how to change your mind.

2. Who we are

Care About Care is a grassroots campaign initiated by Providers Unite, with initial funding donated by the National Care Association. The campaign is run day to day by Political Lobbying & Media Relations Limited (PLMR), a communications agency registered in England and Wales (company number: 05723942), acting on behalf of Providers Unite and the National Care Association.

The organisation legally responsible for your personal information (the “data controller”) is Providers Unite, with PLMR acting as a data processor.

3. Our data protection contact

If you have any questions about this notice or how we use your information, or want to exercise any of your rights, contact info@providersunite.co.uk.

4. What personal information we collect

When you email your MP through our website: your name, email address and postcode; the constituency and MP identified from your postcode; and the content of the message sent to your MP (including any personal words you add to our template).

When you submit a supporter video: the video itself – your image, voice and likeness and everything you say in it (which may include personal stories and details about your life); your name, email address, and town; and your consent choices – the tick-boxes you complete, including confirmation that you are over 18, consent to our use of artificial intelligence (AI) in preparing your clip, and (if you choose it) consent to appear on our website or story map. We also create material from your video: a written transcript, still images, the edited clip, captions, and a short internal record of how your submission was handled (see section 14). You must be 18 or over to submit a video, and we ask you to confirm your age when you do.

When you contact us: your name, contact details and whatever you include in your message to info@careaboutcare.org.

When you visit our website: technical information such as your IP address, browser type and pages viewed, collected through cookies and similar technologies.

5. Some of what you share is especially sensitive

Data protection law gives extra protection to certain kinds of information, called “special category data”. This includes information revealing your political opinions and information about your health.

Emailing your MP in support of this campaign, and appearing in a supporter video, both reveal your political opinions. Your video or your message may also reveal information about your health or care needs, or those of someone close to you, if you choose to talk about them. Because of this, we only process this information with your explicit consent – a clear, positive step of agreement you take when you send the MP email or tick the video consent boxes. You do not have to share health information to take part: only include what you are comfortable with, and, for videos, comfortable making public.

6. Where we get your information

Everything we hold about you comes directly from you: the forms you complete, the video you record, the messages you send, and your visits to our website. The only exception is your constituency and MP, which we look up from the postcode you give us using public parliamentary data. We do not buy information about supporters or collect it from other sources. (If you mention other people in your video, we receive information about them from you. See section 9.)

7. Why we use your information, and our legal basis

The law says we need a valid reason (a “lawful basis”) for each way we use your personal information. This table explains what we do and why we are allowed to do it.

What we do	Why	Our legal basis
Look up your MP from your postcode and send your message to them, with your name and contact details	So your MP hears from you, their constituent, in support of the campaign.	Your consent (UK GDPR Article 6(1)(a)); and, because the message reveals political opinions (and may reveal health information), your explicit consent (Article 9(2)(a))
Keep a record of MP emails sent through the site	To measure the campaign’s reach and avoid errors	Our legitimate interests (Article 6(1)(f)) in running the campaign accountably, and your explicit consent (Article 9(2)(a)).
Receive and store your video and form details	So we can consider your submission for the campaign	Your consent (Article 6(1)(a)).
Transcribe, check, select and edit your video into a branded clip, including using AI tools	To turn your submission into a short clip suitable for publication, and to make sure nothing unsafe or off-message is published	Your consent (Article 6(1)(a)); and your explicit consent (Article 9(2)(a)) for the political-opinion and any health content.
Publish the finished clip on our public social media channels (and, if you opt in, our website/story map)	To build public support for changing the law on adult social care	Your explicit consent (Articles 6(1)(a) and 9(2)(a))
Keep an internal record (audit log) of each video submission and how it was handled	So we can show we handled your video properly, answer your questions, and act on your rights (for example, finding your clip if you ask us to delete it)	Our legitimate interests (Article 6(1)(f)) in running the campaign accountably.
Respond to your enquiries and contact you about your submission	For example, to answer a question, tell you when your clip is published, or respond to a rights request	Our legitimate interests (Article 6(1)(f)) in administering the campaign and your submission
Run and secure the website, and (with your consent where required) measure how it is used	To keep the site working, safe and effective	Our legitimate interests (Article 6(1)(f)) for essential operation and security; your consent for non-essential cookies and analytics, as required by PECR.

We will not use your details to send you campaign updates, newsletters or fundraising emails unless you clearly opt in to that. Where consent is our basis, taking part is entirely voluntary, you can say no without any consequence, and you can withdraw your consent at any time (see section 16). Withdrawing consent does not make anything we did beforehand unlawful, but we will stop the processing that relied on it.

8. Emailing your MP — what happens to your details

When you enter your postcode, we use it to identify your parliamentary constituency and MP. Your postcode is used for the lookup and to show your MP that you are a constituent. MPs generally only act on messages from their own constituents.

Your message is then sent to your MP with your name, email address, and postcode, as well as any personal message and information you add. Once your message reaches your MP, your MP and their office are responsible in their own right (as a separate “controller”) for how they handle it, under Parliament’s and their own privacy policies. They may reply to you, keep records, and handle your information under their own rules. We cannot recall a message once sent.

9. Supporter videos: if you mention other people

Many supporters talk about someone else, for example, a relative who receives care. If you name or describe another living person, that is their personal information (and possibly their sensitive health information) as well as your story.

Please think about their privacy before you record. Where you can, avoid using full names or details that would identify them, or ask them first. We may edit out or decline clips that identify another person in a way we think is unfair to them or too intrusive, and our review process considers this before anything is published. If you are told that a published clip identifies you and you did not agree to it, contact us using the details in section 3 and we will review it promptly. You have the same rights over your information as our supporters do.

10. Supporter videos: how we use AI and the human checks

We use automated tools, including AI, to help prepare video clips. Specifically:

Speech-to-text software (AssemblyAI) creates a written transcript of your video.
An AI model (Anthropic’s Claude) reads the transcript to flag anything unsafe or off-message, suggests which segment of your video to keep, and drafts the social media caption. It also looks at a small number of still frames from your video to check there is nothing inappropriate in shot.
Video software (JSON2Video) automatically assembles the edited, captioned clip.

These AI steps are a first filter and a drafting aid. they do not make the final decision. Two human decisions bookend the process: you choose to submit your video, and a member of our team personally reviews and approves every clip (including the AI’s suggested edit and caption) before anything is published. Nothing is posted automatically. If the AI flags a problem, a person looks at it. Because a person with real authority to change the outcome reviews every clip, no decision about you is made solely by a machine. If you are ever unhappy with how your submission was handled (for example, if your video was not used), you can ask us to explain, ask for a person to review it again, and challenge the outcome, using the contact details in section 3.

11. Who we share your information with

We do not sell your information, and we do not share it with advertisers. We share it in four ways.

(a) Your MP. If you use ‘Email your MP’ or “Write to Andy’, your message, name, email address and postcode go to your MP and/or Andy Burnham MP, who handles them as a separate controller (see section 8).

(b) Service providers who work for us. These companies (“processors”) handle your information only on our instructions, under written data protection contracts:

Service	What it does with your information	Where it processes it
[WEBSITE HOST — the site runs on WordPress; confirm hosting provider]	Hosts careaboutcare.org, including the Email your MP form	[CONFIRM location]
PLMR-created database	Matches your postcode to your MP; delivers your message	United Kingdom
Senja	The platform where you record your video and complete the submission form; hosts your submission.	United States
Mux	Hosts and streams the video and generates still frames	United States
Make (Celonis)	The automation platform that moves your information between the other tools	European Union
AssemblyAI	Transcribes the audio of your video	United States
Anthropic	AI review of the transcript and sampled still frames; drafts captions	United States
JSON2Video	Automatically edits and renders the finished branded clip	United States
Google (Google Workspace)	Stores our internal audit log of video submissions (see section 14)	United States / global Google infrastructure
Buffer	Holds the finished clip as a draft for our team to review and schedule	United States
Email Octopus	Stores your contact details and facilitates our email newsletters.	United Kingdom and European Union

(c) The campaign partners. PLMR’s campaign team processes your information to run the campaign on behalf of Providers Unite and the National Care Association. When you use any of the campaign tools (i.e. “Email Your MP”) your details are automatically added to the Providers Unite platform. PLMR also shares non-personally identifiable information about the campaign (i.e. number of letters sent) with the Providers Unite and National Care Association teams.

(d) Social media platforms, when we publish. With your explicit consent, we post finished video clips to our public accounts on LinkedIn, Instagram, YouTube, TikTok, and X (Twitter). Once posted, these platforms are not acting on our instructions. Each is responsible in its own right (a separate controller) for what happens on its service, under its own privacy policy. Anyone in the world can view, share or copy a public post.

We may also share information where the law requires, for example with a regulator or under a court order.

12. Our website, cookies and analytics

13. Sending your information outside the UK

Several of our service providers are based in, or process information in, the United States, so some of your information leaves the UK. UK law only allows this where the information remains properly protected, and we use the legal safeguards below. You can ask us for more detail about any of these safeguards, or for a copy of the relevant contract terms, using the contact details in section 3.

Provider	Transfer safeguard we rely on
Mux	Certified under the UK Extension to the EU-US Data Privacy Framework (a UK government-approved “data bridge”), with standard contractual safeguards as a fallback
Buffer	Certified under the UK Extension to the EU-US Data Privacy Framework, with standard contractual clauses as a fallback
Google	UK Extension to the EU-US Data Privacy Framework (adopted by Google as its transfer solution) and standard contractual clauses in Google’s Cloud Data Processing Addendum
Anthropic	Standard contractual clauses with the UK International Data Transfer Addendum, incorporated in Anthropic’s data processing addendum
AssemblyAI	Standard contractual clauses with UK transfer provisions in AssemblyAI’s data processing addendum
Make (Celonis)	Data is hosted in the EU, which the UK treats as providing adequate protection; where Celonis group companies or sub-processors outside the UK/EU are involved, the Data Privacy Framework (including its UK Extension) or standard contractual clauses apply
Senja	Certified under the UK Extension to the EU-US Data Privacy Framework, with standard contractual clauses as a fallback
JSON2Video	Certified under the UK Extension to the EU-US Data Privacy Framework, with standard contractual clauses as a fallback
Email Octopus	Data is hosted in the UK and in the EU, which the UK treats as providing adequate protection.

Separately, when a video clip is published on social media it can be viewed worldwide. That is a consequence of publication that you agree to when you give consent, rather than a transfer to a service provider.

14. How long we keep your information

We keep information only as long as we need it for the purposes above, then delete it. Our retention periods are:

Information	How long we keep it
Email your MP records (name, email, postcode, constituency/MP; message content)	12 months
Your original (unedited) video	12 months
The transcript and still frames	Immediately deleted after use, with data stored inline with AssemblyAI’s standard terms.
The published clip on our social channels	Until consent is withdrawn.
Our internal audit log of video submissions (date, your name, email, town, submission ID, clip length, safety-check result and reason, topic label, link to the finished clip)	12 months
Your consent records	12 months
Enquiries to info@careaboutcare.org	24 months
Website technical data and cookies	[Per the cookie policy — set lifetimes per cookie]

Our service providers also hold copies for short periods to provide their services, and delete them in line with our contracts with them. If you withdraw consent or ask us to delete your information, section 16 explains what happens.

15. Your rights

You have the following rights over your personal information. They are free to use, and we will respond within one calendar month (we can extend this by up to two further months for complex requests, and we will tell you if so). To use any of them, contact us using the details in section 3. We may need to check your identity first.

Withdraw your consent at any time, the most important right here; see section 16.
Erasure — ask us to delete your information (“the right to be forgotten”); see section 16.
Access — ask for a copy of the information we hold about you.
Rectification — ask us to correct information that is wrong or incomplete.
Restriction — ask us to pause our use of your information in certain situations, for example while we check a complaint.
Objection — object to processing we base on legitimate interests, such as our internal records; we will stop unless we have compelling grounds to continue.
Portability — receive the information you gave us in a commonly used electronic format, or have it sent to another organisation.
Rights around automated decisions — as explained in section 10, no decision about you is made solely by a machine, but you can always ask for a human review of how your submission was handled, make representations, and contest the outcome.
Complain — to us, and to the ICO; see section 18.

16. Changing your mind: withdrawing consent and deleting your information

You can withdraw your consent at any time, for any reason, free of charge. Email info@providersunite.co.uk with your name and (if you have it) the date you took part, and tell us what you want. Withdrawing is as easy as giving consent, and it will never be held against you.

What happens when you withdraw, or ask us to delete your information:

MP emails: we will delete our records of your details and message. We cannot recall the message already delivered to your MP. Your MP holds it as a separate controller, and you can contact their office directly about their copy.
Videos, before publication: we simply will not publish your clip, and we will delete your video, transcript and details from our systems and instruct our service providers to do the same.
Videos, after publication: we will take the clip down from our own social media accounts and website as soon as reasonably possible, normally within 5 working days, and delete our copies of your video and transcript.

Please be aware of an honest, practical limit for published videos. Once a video has been public on social media, we cannot guarantee it disappears from the internet entirely. Other people may have shared, reposted, downloaded, or screen-recorded it, and the platforms themselves may retain copies (for example, in caches or in other users’ reshares) that are outside our control. What we promise is to remove every copy under our control, to ask the platforms to remove copies where their tools allow it, and to make no further use of your video. Withdrawing consent also does not make our earlier use of your video unlawful, it stops it from that point on. This limit is exactly why we ask you to think carefully before submitting, and why publication only happens with your explicit consent and after human review.

17. Keeping your information safe

We protect your information with technical and organisational measures, including encrypted connections across the website and the video pipeline, access limited to the campaign team members who need it, and written data protection contracts with every service provider. No online system is completely risk-free, but if a breach ever puts your rights at risk, we would tell you and the ICO as the law requires.

18. How to complain

If you are unhappy with how we have handled your information, please contact us first using the details in section 3. We would welcome the chance to put things right. You also have the right to complain to the Information Commissioner’s Office at any time: ico.org.uk/make-a-complaint, telephone 0303 123 1113, or by post to Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF.

19. Changes to this notice

If we change how we use your information — for example, adding a new tool, a new way to take part, or a new social media platform — we will update this notice, change the “last updated” date, and, where the change is significant, tell you directly by email before the new use begins.