NSPCC

Now I Know campaign

Objective

Children’s charity the NSPCC commissioned the Welsh, Northern Irish and Scottish Omnibus alongside the UK Omnibus to generate PR for the launch of its ‘Now I Know’ campaign to raise money to support the ChildLine Schools Service.

Solution

The research explored adults’ attitudes and experiences from when they were of primary school age (9 to 11), including whether or not they would have known who to ask for help if they were being abused as a child of that age. The survey also investigated the respondents’ opinions on talking to children aged 9 to 11 about all forms of abuse.

Results

The survey found that 64% of Welsh adults say they wouldn’t have known who to ask for help if they were being abused when they were aged 9 to 11. This is compared to 57% who said the same in Scotland and 58% in Northern Ireland.

The findings were used to produce regional and national press releases to launch the charity’s "Now I Know" appeal, and also served to highlight the need to talk to children about abuse in an age-appropriate way.

The NSPCC is the UK’s leading children's charity specialising in child protection, and its mission is to end cruelty to children in the UK. It runs projects and services across the UK and Channel Islands to help vulnerable children and also provides ChildLine, the UK’s free, confidential 24-hour helpline and online service for children and young people, and is also a helpline for adults who are worried about a child or want advice.

See the full survey results:

About the client

The NSPCC is the UK's leading children's charity specialising in child protection, and its mission is to end cruelty in the UK. It runs projects and services across the UK and Channel Islands to help vulnerable children and also povides ChildLine, the UK's free, confidential 24-hour helpline and online service for children and young people, and is also a helpline for adults who are worried about a child or want advice.

Contact

Find out about Omnibus