User Busy: Adolescent Neglect Campaign Client: Cheshire East Council

“Neglect is the persistent failure to meet a child’s basic physical and/or psychological needs, likely to result in the serious impairment of the child’s health or development”

Splinter has been working with the Cheshire East Local Safeguarding Children Board to raise awareness of child and adolescent neglect.

Often questions about how to spot and what to do about it are seen as a grey/subjective area so the campaign focuses on hard hitting creative, age relevant visuals, strong clear messaging and supportive educational information.

Gill Frame, independent chair of the local safeguarding children board said:

“The ‘User Busy’ campaign aimed to support all our partner agencies to raise awareness, educate and encourage people to report neglect when they have a concern.

“The campaign, co produced with children and young people, speaks in the voice of a young person being neglected and uses quotes to describe what neglect is, how to spot it and how it feels to be neglected, most importantly, it showcases the commitment and ambition of all partners in Cheshire East to better identify children experiencing neglect.” 

Neglect Banner

Project team

Our ‘User Busy’ brand was developed with young people, from Eaton Bank Academy in Congleton and incorporated their insight to develop the campaign.

In 2 workshops pupils chose to use the statistic “neglect affects 1 in 10 young people” alongside the ‘voice’ of a young person talking about neglect. They told us that hearing a young person’s voice and seeing the 1 in 10 statistic was powerful and would make audiences stop and think.  Based on their feedback we developed 'a day in the life of Jack' one young person's story of neglect, which is used in animated gifs and social media throughout the campaign.

The campaign toolkit includes: printed templates for use by safeguarding professionals, animated gifs and other social assets, pull up banners, waiting room screens and the local authority’s Neglect Strategy 2017-2019.

To find out more about Neglect please visit Cheshire East LSCB

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