Our strategy 2021-31

Read about our vision and impact goals for the next 10 years and find out how you can help us achieve them. Together, we can stop child abuse and neglect.

Read our full strategy document
Read our full strategy document

Our vision

Together, we can stop child abuse and neglect. Through the collective power of our staff, volunteers, supporters and partners, and our 100 years of experience; we will move closer to achieving that goal.

Working together

We couldn't have created this strategy on our own. We spoke to many people - staff, volunteers, young people, external stakeholders and more - to decide how we can build on what we've already achieved, and what to do next. Together, we decided to work towards three impacts for children.

The difference we want to see by 2031

We have three areas of focus from 2021 onwards, these are ways we want to impact children in the next ten years. We must focus on these to make the most progress towards our overall vision, to stop child abuse and neglect.

Each of the impact goals below contribute something different. On their own they will see us make significant and necessary changes for children. Together they will build on each other and have a huge impact on children's lives. 

Our three impact goals

We’ll make it easier for everyone to play their part and create a social safety net that prevents child abuse and neglect. From parents and teachers, to sports coaches, nurses, social workers and members of the public – we’ll harness their kindness and keep children safe together.

Our services like Together for Childhood bring local families, childcare professionals and organisations together to make children safer where they live. And our helpline, staffed by child protection specialists, is here for anyone who needs help or advice on what to do next.  

But we're also getting everyone to play their part by:

  • running public education campaigns like Talk PANTS and Speak Out Stay Safe to give children the knowledge they need to stay safe and how to speak out if they're worried
  • developing and evaluating new services to prevent child sexual abuse, including helping young people to understand harmful sexual behaviour.
  • testing new approaches to tackling sexual abuse in two communities, and working with all members of the community to help change behaviour.

Together, we can transform the online world, so it’s safe for every child to go online. We’ll continue to develop groundbreaking initiatives, like our Report Remove service, which empowers young people to have sexual images of themselves removed from the internet.

We’ll support parents, carers and people who work with children to recognise signs of abuse and help keep children safe online. Through tools such as Net Aware, which provides information on the apps, games and social media that children have access to, we want to help parents keep their children safe online. 

But we also want to continue working alongside others to demand that governments, policy-makers and tech companies make the online world a safer space for children.


We want more children to be able to speak out, so they feel safe, listened to and understood. Our Childline service will continue to play a very important role. Whether it's online or on the phone, we're always here to listen and provide a safe space for children, no matter what difficulties they’re facing.

We’ll also continue to work with schools across the UK through programmes like Speak out. Stay safe. to help children recognise abuse, understand that it's never their fault, and know who to talk to.

By working together to give children the supportive response they need, we can also make sure abuse doesn’t shape their future. We want to build on and share our expert support to help children recover if they've experienced it.

Find out more about how we're making a difference to children's lives through our work. You can also read our annual reports to see how we help make children safer each year.

Donate today and together we can stop child abuse.


Names have been changed to protect identities. Any photographs are posed by models.