DfE’s Tackling Child Abuse Campaign

The campaign aims to encourage the public to report their concerns in order to get help to children more quickly. The DfE aims to create a new social norm around reporting and tackle the barriers that stop people taking action.

Schools and childcare settings can use the special campaign toolkit to help support the campaign. It includes ready-to-use materials such as printable campaign leaflets and engaging digital graphics which can be shared on social media. Please share the toolkit with relevant partners who have safeguarding responsibilities or may want to raise awareness of this important issue. For more information about the campaign and to download the toolkit go to the DfE Child Protection website

The core audience is parents aged 25-40. Research shows that this group is most likely to feel confident about reporting and can therefore be nudged into action. The campaign will also serve as a reminder to professionals such as teachers and healthcare professionals who work with children, of their safeguarding responsibilities.

Research for this campaign has shown that if people feel they are part of their community’s response to child abuse and neglect, this reduces their fear of reporting and encourages them to report. The campaign’s messaging will therefore reassure the public that the information they give is usually part of the bigger picture. The campaign seeks to reassure the public that anything they notice can help a child at risk and that ‘if they think it, report it’.

If you have any queries, or require any further information about how to support the campaign, please email dfechildprotectioncampaign@munroforster.com or call 0207 089 6100.