Campaigners Urged to Reframe Child Poverty Debate in Scotland Ahead of Elections

Published: 01 October ‘2025. The English Chronicle Desk. The English Chronicle Online

Child poverty in Scotland remains a pressing social concern, but charities and campaigners are now calling for a fundamental shift in how the issue is communicated to the public. According to experts from the Joseph Rowntree Foundation (JRF) and Save the Children, current messaging—often focused on stark statistics and alarming facts—may unintentionally disengage the public and leave a vacuum that far-right narratives exploit.

On Wednesday, both organizations launched a comprehensive toolkit aimed at helping campaigners convey a more compelling and inclusive story about child poverty. The guide, titled “The New Story of Child Poverty in Scotland”, emphasizes that while awareness of the issue is widespread, the framing of the discussion must evolve to foster engagement, hope, and public participation in policy solutions.

Chris Birt, associate director for Scotland at the Joseph Rowntree Foundation, explained that one of the primary challenges lies in addressing the public’s sense of alienation. “Many people in Scotland feel overlooked and ignored by current political systems. With almost a quarter of a million children living in poverty, it is no surprise that public frustration is high,” Birt said. “Yet the narrative often presented offers no real pathway to solutions and, in some cases, can exacerbate feelings of division and helplessness. This toolkit provides an alternative approach, showing how to connect with communities in a meaningful and positive way.”

The report stresses that the current approach, which frequently bombards the public with multiple statistics and complex data, can create a sense of an insurmountable problem. The toolkit recommends simplifying communications by using one statistic at a time and combining factual information with narratives that emphasize the possibility of change. Campaigners are encouraged to acknowledge people’s feelings of being overlooked and to frame tackling child poverty as a hopeful, actionable solution that benefits everyone.

Claire Telfer, head of Save the Children in Scotland, highlighted the importance of connecting with public sentiment. “We must recognize how people feel about their own communities and the challenges facing children. Offering a hopeful and practical alternative can engage the public more effectively than statistics alone,” she said. “When the narrative focuses solely on hardship and division, it risks reinforcing stigma for families experiencing poverty. Our research shows that framing solutions in a way that highlights positive change and collective responsibility resonates much more effectively.”

The toolkit draws on a two-year research project that involved consultations with policymakers, campaigners, families affected by poverty, and the general public. Insights from these engagements revealed that while the public overwhelmingly supports measures to reduce child poverty—over three-quarters of those polled want greater action from decision-makers—the way the issue is discussed often undermines potential engagement.

Campaigners are urged to adopt messaging strategies that highlight hope and practical action rather than dwelling solely on hardship. Families experiencing poverty rarely self-identify as “poor,” and emphasizing their struggles in isolation can increase feelings of stigma. Instead, communications should focus on envisioning a better future for all children, highlighting how systemic solutions can create broad societal benefits.

The timing of the launch is particularly significant, with Scotland preparing for the upcoming Holyrood elections in May. Both JRF and Save the Children believe that politicians across all parties have a critical opportunity to demonstrate their commitment to improving the lives of children and families. By presenting policies grounded in evidence and hope, policymakers can rebuild trust with communities who feel increasingly disillusioned by political processes.

Birt stressed that the electoral context makes the narrative around child poverty especially important. “The next Holyrood election is a pivotal moment. It is a chance for political leaders to show that they genuinely understand the challenges facing children and families and that they are prepared to take meaningful action. But to succeed, campaigners and politicians alike must communicate the issue in a way that motivates people to support positive change rather than feel helpless or alienated.”

The toolkit also encourages campaigners to counteract the narratives propagated by far-right groups, which often exploit public frustration and disillusionment with politics. By acknowledging the feelings of being ignored or excluded and offering practical, hopeful solutions, charities believe they can redirect public energy toward constructive action.

A central recommendation of the guide is to avoid overwhelming audiences with too many figures or alarming facts. Instead, campaigners should focus on presenting information that is accessible, relatable, and tied to tangible solutions. This approach not only engages the public but also reduces the risk of reinforcing negative stereotypes or stigmatizing families experiencing poverty.

Telfer noted that effective communication about child poverty requires empathy and strategic storytelling. “It is not enough to highlight the problem. We need to show people that change is possible and that their involvement—whether through advocacy, community support, or political participation—can make a real difference,” she said. “By telling a new story, we can create momentum for action and rebuild confidence in the political and social systems that are designed to support children and families.”

The research underpinning the toolkit involved extensive public engagement, highlighting the complex emotions that arise when discussing child poverty. Families and individuals living in economically challenged areas expressed feelings of exclusion and frustration, emphasizing the importance of being heard and understood. Campaigners are advised to reflect these experiences in their messaging, linking personal stories with evidence-based policy solutions to foster empathy and inspire collective action.

The toolkit also points to the need for a collaborative approach involving multiple stakeholders, including charities, community organizations, media outlets, and political representatives. By presenting a united message grounded in hope and tangible solutions, the third sector can amplify its impact and counteract divisive narratives.

As the Scottish government and local authorities continue to grapple with high rates of child poverty, experts argue that a strategic communication framework is essential. According to recent statistics, nearly 250,000 children in Scotland live in poverty, representing a significant proportion of the nation’s youth. The new guidance from JRF and Save the Children seeks to ensure that these figures do not become mere abstract numbers, but instead serve as a catalyst for meaningful dialogue and action.

The guide also highlights the importance of measuring the impact of campaigns, emphasizing that messaging should be continuously evaluated and refined to ensure it resonates with the public and translates into concrete change. By monitoring outcomes and adjusting strategies, campaigners can ensure that their efforts are both effective and sustainable over time.

In conclusion, the launch of “The New Story of Child Poverty in Scotland” represents a strategic shift in the way social issues are communicated. By prioritizing empathy, hope, and practical solutions over overwhelming statistics, charities aim to engage the public more effectively and counteract divisive narratives. With the Holyrood elections on the horizon, the timing of this initiative underscores the urgent need for political and societal commitment to tackling child poverty.

Both JRF and Save the Children emphasize that addressing child poverty is not solely a matter of statistics or policy—it is about restoring trust, empowering communities, and ensuring that every child in Scotland has the opportunity to thrive. By reframing the conversation, campaigners and politicians alike can foster a more inclusive, constructive, and hopeful discourse that mobilizes public support and drives meaningful action.