We need to change the way we talk about child poverty
- Area of Work: Children and Young People
- Type: News Item
- Published: 23rd October 2025
Save the Children and Joseph Rowntree Foundation have launched a new guide to support communicators speak about child poverty with impact.
People want to see poverty eradicated, but the way we currently talk about the issue can make it challenging to increase support for vital solutions.
‘The new story of child poverty in Scotland: a guide’ outlines five principles for how we should be discussing child poverty to build support for change and drive action from politicians and policy makers:
- Identify with how people are feelingin Scotland right now
- Connect investing in children to a better future for Scotland
- Dial down the data: use one statistic and weave it into your story
- Talk more about a better future for all children (and less about what’s wrong for some children)
- Use strong and vivid language that’s consistent with your message
When talking about child poverty, engaging with how people are feeling, rather than relying on facts, results in a stronger impact. Developed from work with families with experience of poverty and extensive testing across a range of audiences, the guide highlights that by telling a story, we can connect with people and campaign more effectively.
For more information and to download the guide, visit the Save the Children website.
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