Davina McCall in Action for Children Neglect campaign

Davina McCall in Action for Children Neglect campaign

Davina McCall


Actions for Children have launched a nationwide appeal to help neglected children. The campaign, which has been shot as a “public service” – style announcement features Big Brother presenter Davina McCall.

The ad campaign is the largest launched by Action for Children and first aired yesterday with a takeover of an entire three-minute advertising break during Channel 4 News.

Versions of the ad, edited to 60 and 90 seconds, will subsequently run during daytime television. A 30-second version has also been developed to be used during prime-time television.

Three-minute commercial for Action for Children Neglect campaign with Davina McCall

30 second version

The campaign will be supported by online activity using Twitter, Facebook and YouTube as well as a viral email to potential and existing supporters to encourage people to donate to the appeal or participate in fundraising activities. It will also be supported by radio, ongoing press, and direct marketing activity.

No child should be neglected. That’s why AFC have launched a three-year appeal to make the UK wake up to neglect. Neglected children desperately need our help and through our appeal will be:

  • campaigning to improve the way we tackle child neglect, and highlighting the importance of intervening early to help families with emerging issues, before they become long-term problems
  • encouraging governments to spend more – and more wisely – on public services that focus on early intervention
  • raising desperately needed money to develop targeted, effective initiatives that tackle the key causes of neglect

Action for Children is a children’s charity that supports and speaks out for the UK’s most vulnerable children and young people.

There is 1 comment for this article
  1. Ben Waugh at 6:27 PM

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