What is it?
The NSPCC has launched its All Babies Count campaign to highlight the vulnerability of babies and to call for better and earlier support for new parents. Members of the public are being encouraged to sign a pledge to show the government they are backing the campaign.
How can they sign up?
The charity has launched a specially designed microsite where people can fill in their personal details and show their support. The site also features a video that outlines some of the latest research on the risks to babies.
Why are they launching the campaign?
Babies are eight times more likely to be killed than any other age group in childhood. And factors such as domestic violence, mental health problems, and drink and drug dependency among parents raise the risks even higher. Two-thirds of serious case reviews of infant fatalities or serious cases of abuse involve one or more of these problems. And more than half the calls to the NSPCC’s helpline involve concerns about children in families with these issues.
The charity has a tab on its Facebook page with details about the campaign and will also be tweeting to raise awareness of its work. The skincare company Sudocrem has pledged to donate 25p for every tweet that includes the #allbabiescount hashtag, and 50p for each update on the NSPCC Facebook page or a ‘like’ on Sudocrem’s Facebook page. Sudocrem is also raising funds for the NSPCC by auctioning a jewel-encrusted charm bracelet on eBay, designed by the world famous jewellery designer Theo Fennell. Created from white gold and 24 rubies, the auction will open in the first week of December.
Third Sector verdict:
The video successfully gets across the seriousness of the campaign message, while still demonstrating how public support can help. Getting corporate support was a smart move because it encourages the public to spread awareness of the campaign by tweeting about it to raise money, costing them nothing.