Bauer Media Scotland has given its support to Action for Children with a fund-raising campaign triggered by the charity’s new research into child neglect.
Radio stations Forth, Northsound and MFR have responded to findings unveiled by Action for Children, with a £180,000 appeal to raise money for local neglected youngsters.
The campaign launches today under the umbrella of Bauer Radio’s Cash for Kids with appeals going out live on air to encourage listeners to dig deep.
Each station will be engaging listeners on the issue of neglect through locally tailored editorial, events and online content.
Latest figures from Scotland show that the number of children being put on child registers has increased by almost a third in the last year, with 45% identified as being at risk of harm because of neglect. Action for Children is warning that neglect is a huge issue and much of it is going unnoticed, with potentially devastating consequences.
Catherine Ellington MD of Bauer Radio's Cash for Kids Charities said: “We have teamed up with Action for Children because they are the UK’s leading provider of family support services and together we are committed to helping the most vulnerable children and young people in our local areas; Cash for Kids Charities and Action for Children believes that no child should be neglected.”
Polly Neate, Action for Children’s Executive Director of External Relations and Communications says, “Neglect is a growing problem and one we must fix. The same issues for neglected children and their families are coming up time and time again-but we can make a difference. That’s why it’s so important, through integrated marketing, PR, and fundraising activities that our appeal reaches out to all stakeholders. From parents to policy makers, we need to make everyone aware of just how serious a problem child neglect is right now, to call on them to be extra vigilant, and donate to our appeal so that we can save more children from slipping through the net.”
Money raised through the Bauer Radio Cash for Kids appeal will go to Action for Children to help with their work in delivering vital support services to help children and families that are struggling.
Issue by the BIG Partnership on behalf of Bauer Media Scotland