How did the partnership come about?
With schools closed during lockdown, concerns about children’s vulnerability to neglect and abuse increased. When a Deliveroo rider contacted the NSPCC’s helpline after becoming worried about a child at an address he delivered to regularly, Deliveroo was inspired to offer the charity’s It’s Your Call training to riders, to help them spot the signs of abuse and neglect and know what to do if they were worried.
How did it develop?
Riders also promoted the NSPCC’s helpline on their delivery bags, to signpost the public if they had concerns about a child.
To celebrate the launch of the partnership, and to thank NSPCC staff, Deliveroo and partners delivered free meals to helpline staff in Belfast and Salford during the pandemic.
What were the results?
The resulting PR campaign generated more than 100 pieces of media coverage with a combined reach of nearly 115 million, helping to spread the message about looking out for children, and raising awareness of the NSPCC’s helpline.
More than 4,000 riders volunteered to complete the training, well above Deliveroo’s initial target of 300. After the course, 86.4 per cent said they would now consider contacting the NSPCC's helpline if they were worried about a child.
What did the judges say?
The judges were impressed by the scale of the project. “This is a great example of two organisations working together and adapting during the pandemic,” said one. “I would like to see important work like this sustained beyond the crisis.”
Future Dot Now and Good Things Foundation
SPAR and Marie Curie
The 10 Group and Noah's Ark Children's Hospice
Tesco and British Red Cross