Kids in the Middle is a national coalition of family and parenting charities that makes the case for children to be the priority during separation. DHA Communications was brought in to help develop the campaign's media profile.
- To launch a national debate on the impact of separation on children
- To influence policymakers
- To generate coverage
Strategy and plan
Kids in the Middle enlisted The Sun's agony aunt Deidre Sanders and it called for people to take part in the largest online survey of children and parents who had experienced separation. More than 1,500 people responded to the survey, and 20 other agony aunts backed the campaign. The team wrote a policy paper on the survey findings. Kids in the Middle also arranged a meeting with DCSF Secretary of State, Ed Balls, and shadow secretary of state Michael Gove.
Measurement and evaluation
The campaign launch and a photocall with Balls and the agony aunts generated national media coverage.
The DCSF has pledged to take the campaign forward and meet regularly with a working group.