First the Facebook page says the Crutch Collective is "a Glasgow-based group resisting benefits cuts and supporting claimants", but claiming claimants needing a "crutch" is the kind of language the tabloids to use against the people who the right-wing say are involved in "dependency culture", as confirmed by this specific example -

 http://www.dailymail.co.uk/news/article-1227441/Benefits-Britain-Labours-reign-puts-300-000-families-handouts-worth-20-000-year.html

So, choosing to use tabloid language in this context effectively communicates to the general public the message that tabloid analysis is correct, before you've even had a chance to put across your own case about the issues.

Second the "March of Shame" title implies that it's the marchers who are or should be shamed, as when people go on a march of shame to offer penance or to atone for their OWN shameful actions, as in this example -

 http://www.bmj.com/content/336/7634/20

I can't think of a more poorly conceived approach to communicating your message

The campaign is right and necessary, but the language is all wrong. It concedes huge tracts of ground to the right. The right-wing media coined terms such as "crutch", specifically to misrepresent us and deny us dignity. We need to use our own language, without being obscure or wordy, the sort of language everyone understands.