Kids Company set out to show the government that the public do care enough to make vulnerable children a voting issue. The ‘See the Child’ campaign was led by an online film showing the story of a child living in poverty and neglect who is failed by the system designed to protect him, from doctors, teachers, social workers all the way up to the government itself. The film was supported by social media, PR, radio, press, and outdoor.

An online film tells a story of neglect and abuse through the eyes of a vulnerable child, who remains unseen to the viewer just as they remain unseen to the people who are meant to be protecting them. Drawing from real cases, it documents the failings of the whole system, from parents right up to politicians.

The film was supported by print radio and social media, in which users posted their own childhood images – so we could See the Child in them. A host of British celebrities took up the cause, and the public followed. The campaign is ongoing.

For every 100 people who saw the film, 90 signed the petition. #Seethechild trended on launch day. News coverage reached over 40 million people. The campaign received public support from UK politicians and religious leaders, and backing from other children’s charities. As a result of the campaign a Children’s Taskforce has been set up to overhaul the child welfare system. It has been Kids Company’s most successful campaign to date. All on a budget of £3,000.