Shocking statistics revealing the variations in wealth of children within the UK got Save the Children massive exposure last week.
The report, The WellBeing of Children in the UK, showed that huge differences in children's quality of life exist not only between countries in the UK but also within neighbourhoods.
Northern Ireland has the highest infant mortality rate but the lowest teenage pregnancy rate, said the report, while children in Scotland appear to have the worst diets, the highest youth suicide rate but the best overall education attainment.
The media coverage ensured all types of audience got to hear the message, said press officer and campaign co-ordinator Pippa Ranger. "Radio 1, CBCC, Newsround, The Daily Telegraph, Radio 5 and a huge spectrum of local coverage - The Western Mail's front-page headline was 'Our children are Britain's poorest',