Save the Children and JRF have released ‘The New Story of Child Poverty in Scotland’. The guide centres on five key points for reframing the narrative of child poverty to harness greater public energy. Each point aims to boost engagement and connect with the people of Scotland, rather than treating poverty as an abstract policy issue. 

The first point is to identify with how people in Scotland feel right now. It highlights the importance of language, avoiding the term ‘poverty’ itself and instead using relatable terms that acknowledge current failures of the government and combining them with a positive story of action to turn frustration into change. The second point emphasises the need to link investment in children to a better future for Scotland, not just as a charity issue. The third, which generated the most discussion at the launch, is to dial down the data. The guide recommends reducing statistical overload, which tends to disengage people, and instead focusing on one meaningful statistic, contextualised within the story. The fourth point is to emphasise what all children should have, rather than what some lack, to avoid othering or stigmatising those affected by poverty. The fifth urges the use of vivid, emotional language to inspire change.  

The development of the new narrative involved three main stages: convening a parent panel with lived experience of poverty; building a community of campaigners from local and national charities; and forming an advisory board to guid the process. Save the Children and JRF reported that these groups were used to gather public opinions on child poverty and to test different communication approaches.  

The research by Save the Children and JRF has shown that the messaging and framing of child poverty directly impacts engagement, that in order for change the narrative must motivate action rather than just create noise. 

Looking ahead, Save the children and JRF stated that once the narrative gains traction in civil society, focus will shift to applying it with politicians, civil servants and eventually even the private sector to support efforts to reduce child poverty in Scotland. Together also sees an opportunity to expand this new research to encompass more direct engagement with children and young people to better realise their rights.  

Access the guide here