Children’s charity launches campaign to double its reach

Children 1st campaign includes online and social media promotion as well as TV advertising.

Joe Lepper | 8th Oct 18
Image shows still from Children 1st's new campaign

Scotland children’s charity Children 1st has launched a multi-channel campaign in an attempt to double the number of children and families it supports.

The charity supported 10,000 children and families last year as part of its work to prevent child abuse and neglect, keep children safe and help adults recover from childhood trauma. But by 2023 it hopes to double this figure as it looks to meet rising demand for its services.

The campaign, called Give a Child Their Smile Back, features a hard hitting film featuring a young girl living with trauma who is supported by the charity. It ends with the line “Donate to Children 1st now and help give a child their smile back”. The film is being broadcast on TV, as well as via the charity’s website.

The impact of trauma can last a lifetime

“When children experience trauma it affects every part of their childhood, from their relationships with friends and family, to their ability to learn in school and to play and enjoy activities,” said Children 1st Interim Chief Executive Officer Mary Glasgow.

“Without support to heal from their experiences, the impact of trauma can last a lifetime – with devastating consequences.

“It’s now widely recognised that adverse childhood experiences, and the resulting trauma, are the single biggest health and social care issue affecting children and families in Scotland today. The average child in need of support has to wait months, and in many areas no specialist support is available, so we must act now.”

She added: “Through our ‘Give a Child Their Smile Back’ campaign, we’re determined to reach the children and families in Scotland who need us, give them hope and bring happiness back into their lives. For that, we need the nation’s support.”