Action for Children 'Emily' by Baby Creative

Action for Children, the charity that aims to help improve the lives of young people, is highlighting the issue of child neglect through a new integrated ad campaign.

The campaign, created by Baby Creative, is spearheaded by a 30-second TV spot featuring the story of Emily, who was neglected by her parents. 

A study conducted by Action for Children has found that as many as 1.5 million children in the UK are experiencing some form of neglect.  The charity is aiming to raise £17m over the next three years in an effort to combat the issue.