The 70/30 Campaign

What is the 70/30 campaign?

We are a UK- and Ireland- 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 50% of children in the UK will suffer multiple ACEs during their childhood.  Click to see our campaign priorities.

The 70/30 Campaign was created in 2009 after we received guidance from our partners and expert advisers who agreed that a 70% reduction to the then reported levels of child maltreatment was achievable by 2030 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.

Become an ambassador today so together we can make this vision a reality.

Why do we need Ambassadors? 

Becoming an Ambassador is not merely about signing a petition or just expressing your own personal support for 70/30, that's the easy part.  By becoming an Ambassador, you will have the opportunity to join a network of individuals who are working to deliver systematic change within their own communities through building relationships with their elected representatives. 

We recognise that working with your local MP, MSP, MLA, MS or Councillor to bring about this change may sound daunting, particularly if you have no previous experience, and that is why we offer a comprehensive training program and ongoing support as part of the role.

All we ask is that you have a passion to protect children and that you have a willingness to give up a little bit of your time.   You could literally change the world if you do!

 "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

Become an ambassador


Please select a donation amount (required)
Set up a regular payment Donate



01 January 2005

Introduction by Sir Christopher Ball

This is an important and timely report. What it tells us about an epidemic of violence in society today is deeply depressing and sad - and yet the Report also offers a message of hope for a better future. The rising tide of violence in the UK, and elsewhere, is neither inevitable nor universal. Violence is a preventable disease. While it is one that is difficult to cure, prevention is relatively simple. Children who are loved well in infancy do not become violent teenagers or adults. Violence and what to do about it offers specific solutions designed to foster parental attunement to the needs of children, and the development of empathy in children towards the feelings of others.

WAVE's research shows that the recommended interventions make a real and beneficial difference. A society that ignores such findings must be bent on self-destruction. The social costs of violence are some £20 billion a year - and countless damaged lives. This is a social evil that demands attention. This Report says what needs to be done, and who should do it. Read it, reflect on it, and join us in calling for effective action - now.

Sir Christopher Ball
Chairman of WAVE Trust, author of Start Right: the Importance of Early Learning (RSA, 1994)

Download the report: