The campaign highlights the startling fact that a significant number of children in the UK – an estimated 1.5 million of them - are suffering neglect and abuse every day. They cannot change their situation as they do not have a voice – they cannot vote and they cannot petition for change. The vision for the campaign is to mobilise the public and generate outrage that the system is simply not fulfilling its duty in protecting the most vulnerable group in society by driving people to sign a petition to change the system.
The campaign film is directed by Chris Palmer and tells the story of a vulnerable child’s life from the child’s perspective. The child voiceover describes the conditions that they live in, the food they eat, where they sleep, where they play. As the voiceover mentions each aspect of the child’s life we see the associated imagery on screen, demonstrating the horrific conditions that this child lives in.