Peace of Mind, which is backed by Oscar-winning actress Helen Mirren, asks supporters to go online to a virtual brain with one million neurons. For a donation of £5 they receive a virtual neuron. Supporters will be encouraged to invite their social networks to buy neurons. These neurons will connect together to form clusters in the virtual brain.
Salix Consulting has been working with the children's charity on a pro bono basis for the past year to help develop Peace of Mind, the charity's first social media campaign. MD Sarah Wrixon said: 'With only one million neurons available, the race is on. This is a really good opportunity for the PR industry to show how well connected it is, and the difference that can make.
The money raised will be used to fund research into how trauma and abuse can physically change children's brains.
Camila Batmanghelidjh, founder and chief executive of Kids Company, said: ‘The abuse and neglect of children by adults can damage a child's capacity to form loving relationships and their ability to effectively manage their behaviour. This research will investigate the effects of childhood maltreatment on children's psychological and physiological development, looking at how and why these effects, if unaddressed, can lead to a lifetime of vulnerabilities such as health problems, violence, antisocial behaviour, depression, drug addiction and suicide.'
The research will be done in conjunction with the Institute of Psychiatry, University College London, the Anna Freud Centre, the Tavistock Clinic and Oxford University.