The 70/30 Campaign

What is the 70/30 campaign?

We are a UK-wide network of individuals, organisations and elected representatives working together to reduce child abuse, neglect and other adverse childhood experiences (ACEs) by at least 70% by the year 2030. We call this goal the 70/30 Campaign.

This ambitious, but feasible goal is necessary because at least half of children in the UK will suffer ACEs during their childhood. Click to see our campaign priorities.

The 70/30 Campaign was created after we received guidance from our partners and expert advisers who agreed that a 70% reduction is achievable if the right policies and actions are taken by decision-makers and those holding the purse strings.

This campaign is also supported by many individuals who have lived experience of early life trauma and its impact - and their powerful insight into how things could change. You can see more details of our Council of Lived Experience above.

Join the campaign today so together we can make this vision a reality.

"I do not view 70/30 as either wishful thinking or an unachievable goal. On the contrary, reducing child maltreatment by 70% [by 2030] is the minimum acceptable outcome in responding to this unacceptable, and profoundly costly, harm to our youngest children."

(Professor Sir Harry Burns, former Chief Medical Officer, Scotland)

Become an ambassador

Please select a donation amount (required)

£25 £25 enables us to coach a new 70/30 Ambassador to create change in their community

£50 £50 will pay for a local community awareness-raising and fundraising event

£250 £250 funds us to deliver education in childhood trauma to a community group that could not otherwise afford it

£1,000 £1,000 will pay for us to train a local school to understand and address children's trauma, transforming children's futures

Other

Set up a regular payment Donate

Andrea Cook

I’m Andrea Cook, a Wave Ambassador based in Cumbria. I have lived and professional experience of ACE’s and I own Auntydote Therapy, a trauma informed holistic therapy practice. Read more
Jay Haston

'I am the founder of Ace Awareness, The Ace Awareness Life Improvement social hub, Men Matter and Women Matter.' Read more
Alex Williamson - 70/30 ambassador and APPG Development Officer

'Whilst I don’t share the vocational background of many of my fellow ambassadors, I was drawn to the 70/30 campaign because, at the root, it’s about social justice.' Read more
Rob Robinson

'I saw an advert back in 2015 asking if I wanted to make a difference – yes I did. It was an advert for the 70/30 campaign.' Read more

Meet the 70/30 Ambassadors

Our 70/30 ambassadors across the UK are campaigning to tackle the root causes of ACEs in their communities. Below we introduce a few who explain why they are passionate about the 70/30 Campaign and why they volunteer their time to:

engage local and national politicians and decision-makers to invest in primary prevention of ACEs

raise awareness of primary prevention in their local areas through engaging with the media, screening films and other events

set up pressure groups to campaign for a trauma-informed community in their area

raise funds to grow the 70/30 network

If you want to make change happen in your community, apply to become an ambassador today.

Become an ambassador

Latest

Public Health and Healthcare

Many of the social, emotional and health issues experienced by residents and families have their roots in early years experiences, including trauma. As a result, healthcare professionals in GP surgeries, homes and hospitals see the long-term impact of issues that could have been prevented every day.
Duchess of Cambridge launches Centre for Early Childhood to campaign for early years prevention

WAVE Trust welcomes the creation of this centre and its goals, which largely mirror those of the 70/30 Campaign we oversee whose ambassadors are pushing for early years prevention and trauma-informed practice across the UK and Ireland.
London Assembly highlights Adverse Childhood Experiences

Around half of Londoners are likely to have experienced at least one form of adverse experience in their childhood. These include potentially traumatic events such as violence, abuse and neglect. On June 10, the London Assembly agreed that the Mayor should recognise the correlation between such experiences and issues such as adult incarceration, unemployment, substance addiction and/or homelessness.
What is emotional resilience and how can we build it?

'Resilience' refers to the brain’s ability to cope with traumatic experiences, both during childhood and later. It is the brain’s strongest bulwark against the impact of trauma.

Duchess of Cambridge launches Centre for Early Childhood to campaign for early years prevention

WAVE Trust welcomes the creation of this centre and its goals, which largely mirror those of the 70/30 Campaign we oversee whose ambassadors are pushing for early years prevention and trauma-informed practice across the UK and Ireland.
What are Adverse Childhood Experiences (ACEs)?

Current systems do not prevent problems. Prevention means understanding and addressing the root causes. Those root causes are most often adverse childhood experiences.
1001 Critical Days: The Importance of the Conception to Age Two Period

This cross-party manifesto was produced - in partnership with WAVE - by Conservative MP Andrea Leadsom, Labour MP Frank Field, Liberal Democrat MP Paul Burstow and Green Party MP Caroline Lucas.
Age 2 to 18 - systems to protect children from severe disadvantage

'Age 2 to 18 - systems to protect children from severe disadvantage' details how a national shift to a user-focused, trauma-informed care system would protect against severe, multiple disadvantage throughout society.
Conception to age 2 - the age of opportunity

WAVE Trust report - a Department for Education invited response to Supporting Families in the Foundation Years - March 2013.
About WAVE

WAVE's vision is a safer world where levels of violence are reduced and children’s physical health, mental health and life chances are maximised as they are not adversely impacted by early life trauma.
What we do for children

Tackling the root causes of childhood adversity to create a better future.
EARLY YEARS MASTERCLASS: Early years brain development and why it's so important (July 15)

George Hosking OBE will deliver this seminar on how the brain develops, what can affect it during this period and why this is vital to know for everyone working in the early years sector.
Transforming local areas

Since early 2018, we've been supporting local activists in their aims to transform their towns, cities and counties into trauma-informed communities.
How WAVE began

The founding of WAVE Trust

The 70/30 Campaign

What is the 70/30 campaign?

Andrea Cook

Jay Haston

Alex Williamson - 70/30 ambassador and APPG Development Officer

Rob Robinson

Meet the 70/30 Ambassadors

If you want to make change happen in your community, apply to become an ambassador today.

Andrea Cook

Stacy Dennis

Jay Haston

Kirsty Jones

Angela Haston

Pam Young

Debbie Harkness

Marilyn Hawes

Isobel Dawson

Natalie Thomas

Alex Williamson - 70/30 ambassador and APPG Development Officer

Rob Robinson