We want children to lead active, healthy lives. Children need to experiment, play and take risks.

But there’s a balance to be struck. No parent wants their child disabled or killed in an accident that can be prevented.

So we help people understand the real risks to children’s safety. And help them gain skills in managing those risks.

We know time and money can be in short supply. So we incentivise and empower people to make safer choices for children. We focus on what works and what’s practical.

And we want every child to have equal life chances. So we tailor support for the poorest families, whose children are at greatest risk.

Did you know?

  • Accidental injury is one of the biggest killers of children in the UK. It is second only to cancer
  • Childhood accidents cost the NHS over £275 million a year
  • Children from the poorest UK families are 13 times more likely to die in accidents - they are also more likely to be admitted to hospital with accidental injuries