NSPCC registered charity numbers 216401 and SC037717.

Birmingham Safeguarding Children Board and NSPCC

Neglect ‘Help’ Campaign

Campaign Briefing from Jane Held, BSCB Independent Chair

Birmingham Safeguarding Children Board and the NSPCC are working in partnership to deliver a

campaign in Birmingham which raises awareness of the signs, symptoms and impact of neglect on

children and young people.

Due to launch on 6 October 2014, the campaign’s overall aims are to:

� Increase professional and public awareness of the nature of neglect and its impact on children

� Ensure adults are aware of sources of support and advice � Maximise the capacity of universal services to effectively and safely support children who are

at risk of neglect

Why do we need this campaign?

� Since 2010, neglect has been the reason for over a third of children in Birmingham being

subject to a child protection plan (Department for Education (2012) Main table: characteristics

of children in need in England, 2010-11; 2011-12; 2012-13 London)

� Since 2011 the number of contacts to the NSPCC helpline from people concerned about child

neglect in Birmingham has increased by 42%

� Neglect is the most common reason for a child to be the subject of a child protection plan or

on a child protection register in the UK.

About the campaign:

The campaign comprises 3 phases:

Phase 1 – Raising awareness across the city about the issue of neglect (6 October – 30

November 2014)

Focusing on prevention, particular emphasis will be placed on highlighting the advice and support

available through the free 24hr NSPCC helpline and local early help services. Parents aged 16-35

have been identified as the key target audience for the public facing campaign. The NSPCC helpline

will offer advice, guidance and signposting to individuals who get in touch. Contacts meeting

thresholds for referral will be referred to the MASH.

Three areas of the city (Handsworth, Erdington, Aston/Nechells) have been identified to ‘pilot’ a range

of community engagement activities to increase awareness of neglect amongst parents, community

groups and professionals – this will be supported by localised marketing activity.

NSPCC registered charity numbers 216401 and SC037717.

The campaign will be delivered through planned media and marketing activity, including a launch

event on 6 October, advertising on buses, bus shelters (routes from city centre to identified pilot

areas), Facebook adverts targeting 16-35 year old parents and highlighting the campaign online

(through search engine Pay Per Click activity).

Partner agencies throughout the city have committed to supporting the campaign through relevant

communications channels.

Phase 2 – Targeted work with communities – Handsworth, Aston/Nechells and Erdington (Jan

– March 2015)

Three areas of the city have been identified to ‘test out’ a range of community engagement activities

to increase awareness of neglect amongst parents, community groups and professionals. A planning

group made up of local professionals, parents and community volunteers will convene in each locality

to identify a range of community engagement initiatives that will promote the campaign.

Phase 3 – Supporting the professional workforce (Oct – March 2015)

The embedding of the new neglect practice guidelines for Birmingham will be a key aspect of phase 3

which will run parallel to phases 1 and 2. Staff teams in the three targeted areas will have access to

the comprehensive neglect training package which is already being rolled out through the training and

development team. In addition to this, the NSPCC will co-ordinate three seminars on the issue of

neglect for staff working in Handsworth, Erdington and Aston/Nechells and the campaign will

culminate in a city-wide conference for professionals, demonstrating the impact of the six-month

campaign.

How will the success of this campaign be measured:

The evaluation will include:

� Measuring the increase in contacts to the NSPCC helpline throughout the campaign, with a

particular focus on those seeking help/advice early

� Findings from focus group in pilot areas

� Measuring professional awareness of the new neglect practice guidelines

� Looking at the impact of additional training and the NSPCC neglect seminars on professionals

knowledge and practice in relation to neglect

� Number of ‘hits’ on NSPCC / Birmingham SCB website to ascertain information/download

documents

For more information

If you would like to find out more about the campaign, please contact:

- Elaine Austin, Children’s Centre Area Manager (North, West and Central), Birmingham City

Council Elaine.austin@birmingham.gov.uk - Helen Westerman, NSPCC Local Campaigns Manager hwesterman@nspcc.org.uk