Background In 1999, Blackpool Borough Council published ‘Talking Point’ – a Social Inclusion Plan for Blackpool. In order to deal with the challenges identified, local agencies came together to form Blackpool Benefits Partnership – now known as Advice Link – with the aim of tackling social exclusion. Various organisations were working independently towards similar goals. By joining together, they were able to use their resources and expertise more effectively. In 2001 the Partnership was successful in securing funding for a three-year take up campaign, which aimed to maximise the income of those most in need. At this time the Partnership adopted the name of Advice Link together with a logo, which was easily remembered and recognisable. Today, the Advice Link Network includes not only agencies giving benefit advice but a variety of organisations who can deal with a whole range of social issues which need to be addressed in order to significantly improve the quality of life of Blackpool residents.