Working with the Department for Education and hand-picked partner agencies, we delivered a three year campaign to inform parents about how to spot the signs of child abuse.

Our role in the integrated campaign was to engage local authorities with activity, liaise with key charities and stakeholders as well as drive media interest.

To create a catchy and memorable strapline for the campaign we developed a call to action, look out for the A-B-C signs of child abuse.

Over the three years the campaign was live (2016-19), we drove increasing numbers of local authorities to partner with run content, rising to 96 of the councils in England. Partner engagement among voluntary and charity sector saw us secure 14 key partners ranging from the NSPCC to Local Government Association.

A microsite of content was developed for partners to download and use, including social media assets. Traffic grew from 1,000 unique users in the first phase to over 3,300 unique users in the third stage.

This campaign was delivered via an intermediary agency, Munro & Forster as part of the government’s approved communications framework.

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