It's a coronavirus charity effort from the BBC, manufacturers, retailers and a charity. I don't think I would be filling in any details about myself unless the scheme applied to me and I was sure the website was genuine. The scheme looks genuine but it could provide another opportunity for scam merchants.
Has anyone come across this? I started to fill in a form on one site which asked for household income, N.I. numbers for the nominee and the nominate (are those the right words?) and I got scared off.