Images of poverty

Barnardo's is living up to its reputation for controversial and shocking advertising with a new campaign depicting babies with cockroaches, syringes or bottles of meths in their mouths. The three images, which will appear in national newspapers from today, aim to drive home the message that "not every child is born with a silver spoon in its mouth". The charity hopes the campaign will combat public ignorance about the scale of childhood poverty in the UK and challenge the Government to develop a cohesive strategy to reach the poorest, most vulnerable children. The UK has one of the highest levels of child poverty of all industrialised countries, but an NOP survey commissioned by Barnardo's last month showed that 86 per cent are unaware that one in three children in the UK live in poverty. Barnado's is already renowned for hard-hitting campaigns such as 'heroin baby'.

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