ACTION FOR CHILDREN: CHOOSE CHILDHOOD
Childhood in the UK is changing. And not for the better.
More and more of the UK’s children are facing abuse, neglect and social deprivation. In fact, over 75,000 children are now living in care for their own safety. Arthur London are working with Action for Children to raise public awareness of this growing crisis.
The charity’s public communications had previously focused on their highly effective work with vulnerable children – under the strapline ‘How Action for Children Works’. In the face of the growing need for their services, however, it was clear that their message needed to shift to highlight the harsh realities of life for many children living in the UK today.
Our latest campaign for the charity asks people to take a stand and ‘Choose Childhood’ for those who have no choice over their own situation. Children may not have a say. But as adults we do. We can choose to give them a real childhood by supporting the work of Action for Children.
Choose Childhood is an integrated idea that, alongside raising public awareness of the crisis, is also being used for fundraising, campaigning and government lobbying.