I think its meant to be a bit like the DEC that goes into action after natural disasters or famine.
They are meant to co-ordinate money giving to grassroot charities on the basis that they are in touch with local communities and best placed to help people in isolation or other difficulties because of the virus lock down.
It just seems strange that there have been no ads on the tv or anything.
Or have I missed them?
(I read about it here which is good - but not exactly a national outlet www.womensgrid.org.uk/?p=12008 
)