This document outlines a campaign called 70/30 that aims to reduce child maltreatment in the UK by at least 70% by 2030. The campaign has four elements: understanding the issue, marshalling support, designing action plans, and pilot studies. It discusses building political consensus, local area support, and community support. Key aspects include developing a strategy, gaining endorsements from politicians, presenting to local areas, and using an asset-based community development model. The goal is to prove the concept through pioneer communities projects that measure outcomes like disorganized attachment and show cost savings to justify expanded implementation.

1. Reduce Child Maltreatment by
70% by 2030:
Involving BASPCAN Members
George Hosking, CEO, WAVE Trust
BASPCAN 2015 Congress – Workshop 17
Edinburgh, Tuesday 14th April 2015

2. WAVE Trust
• Violence and what to do about it (2005)
• Advisors to Social Exclusion Unit, 10 Downing St (2006-
10)
• International experience of early intervention for children,
young people and families (2010)
• Allen Review early years advisors (2010–2011) (with
Cabinet Office)
• Under 2s SIG Study jointly with DfE (2011–2013)

3. WAVE Trust
• Conception to age 2 – the age of opportunity (2013)
• All Party Parliamentary Group – Conception to age 2
(2013)
• 1001 Critical Days Manifesto (2013)
• Prevention in Practice (2014) (funded by DH)
• Building Great Britons (2015)

4. 70/30 Campaign
It’s possible to reduce child maltreatment in the UK by at
least 70% by 2030. We have developed a strategy to make
this a reality, we call it 70/30.

5. 70/30 Campaign
“WAVE's visionary 70/30 strategy has my full backing.
It tackles the roots of the problems in our society
where so many address the symptoms.”
Iain Duncan Smith, Secretary of State for Work and Pensions
"I do not view 70/30 as either wishful thinking or an
unachievable goal. On the contrary, reducing child
maltreatment by 70% in the next fifteen years is the
minimum acceptable outcome in responding to this
unacceptable (and profoundly costly) harm to our
youngest children."
Sir Harry Burns (Former Chief Medical Officer, Scotland)

6. 70/30 Campaign
Four elements:
• Understanding and Building the Case for action on child
maltreatment (2009 – 2020)
• Marshalling support (2010 – 2020)
• Designing detailed action plans (2014)
• Pilot studies to prove concept, with research evaluation
– Pioneer Communities Project (2015 – 2020)

7. 70/30: Marshalling support
A. Building national political consensus
B. Building local area support
C. Developing community support
D. Networking
E. Marketing

8. A) Building national political consensus
• Developed strong support for 70/30 across political
spectrum
– supporters include Conservative Party Ministers (Welfare,
Education, Junior Ministers in Health and Education), Liberal
Democrat Ministers (Deputy Prime Minister, Junior Health
Ministers in Health and Education, Chief Secretary to the
Treasury); Labour Shadow Ministers (Health Secretary, Children,
Equalities); Scottish Nationalists (Children)
• Created with Big Lottery a £215m project to promote
primary prevention at local area level, helped steer project
• Worked with Dept of Health to promote implementation of
Age of Opportunity recommendations

9. A) Building national political consensus
• Working intensively with government(s) and with main
political parties to embed principles of primary prevention
and preventive spending
• Continuing work with Big Lottery, Public Health, local
authorities, health trusts, implementing prevention,
showing practical benefits
• Crucial need: to get more politicians fired up and
supporting 70/30 and preventive strategies

10. B) Building local area support
• Groundwork created by report Conception to age 2 – the
age of opportunity advising local areas on how to apply
prevention
• Relationship with local areas strengthened by roles in A
Better Start (Big Lottery) and Prevention in Practice
(Dept of Health)
• Very active programme of presentations to, meetings
with and planned collaborations with local areas
• WHO Europe report on preventing child maltreatment
lends weight to case for prevention

11. C) Developing community support
• Collaboration with Nurture Development using ABCD
(Asset Based Community Development) – Northwestern
University
• Local assets and community strengths as primary
building blocks of sustainable community development
• Building on skills of local residents, power of local
associations, supportive of local institutions
• ‘Community Builders’ key in locating and building on
community assets – e.g. 49 new projects in Croydon

12. D) Networking
• Alliances:
• Early Years Champions
• 70/30 Alliance
• Big Lottery
• Pioneer Communities
• Putting the Baby in the Bathwater (Scotland)
• Ongoing work with Professionals – health visitors,
midwives, police, paediatricians, therapists, social
workers
• And MPs and civil servants

13. E) Marketing
(not yet started)
• Social networking campaign
• Grass-roots campaign to influence MPs, local
councillors, local and national press
• High quality web site
• Celebrity support
• Good marketing of results from pioneer sites

14. Designing Action Plans
• How to secure the commitment before having the proof?
• How to
– Bring about whole government commitment to providing best
possible support in earliest years?
– Ensure primary prevention given appropriate priority?
– Deal with a problem (child maltreatment) estimated to cost the
nation £15bn annually?
• Oliver Letwin
– Demonstrate financial pay-back within the life of a parliament

15. Action Plans: The Solution
• Focus on ages 0 – 2 (peak period for child maltreatment)
• Measure impact through a range of measures, but
especially disorganised attachment
• Show significant reductions in maltreatment can be made
inside 5 years
• Demonstrate major cost pay-off to local and national
government

16. Disorganised Attachment
Disorganised
Attachment
Mental Illness
Children into Care
Poor Relationships
Disruptive
Behaviour in Pre-
School
Aggression
Violence
15% of children

17. Pioneer Community Approach
Pioneer
Community
Partnership
Local
Authority
Health
Local
Voluntary
Sector
Communit
y Groups
WAVE
Trust5
Year
s

18. • Population level, preventive approach
– Focussing on conception to age 2
• Pop. 50,000
• 3 components
Pioneer Community Approach
Intervention
Component
Community
Component
Research &
Evaluation

19. Intervention Component
• Universal, identifying families most in need of
support
• Risk factors: parental maltreatment as a child,
domestic violence, substance abuse, mental
health, attitude to unborn child
Assessmen
t of Risk
• Range of programmes which address key risk
factors
• Prevent problems before they develop
• Address issues before harm done to child
• Local alternatives possible, if research approved
Targeted
Support
• Many existing measures will provide feedback
(e.g. health visitor assessments)
• Additional measures will include Disorganised
Attachment, Parental Sensitivity, possibly
disconnected parenting, aggression
Monitoring
outcomes

20. Assessment of Risk
• Universal risk assessment at ante-natal stage
– Carried out by trained midwives or health visitors (with GP
support)
– Costings assume extra support signalled for c240 families per
year (targeted), 56 families (specialist)
– Parental experience of child maltreatment: measure developed
at Kings College London
– Other screening tools already available but need for special
training and adequate resource
• Universal assessment of interaction at 3 – 4 months
– Quality of interaction between mother and baby
– Using Video Interaction Guidance/Parent Infant Interaction
Observation Scale

21. Targeted Support
• Range of programmes of support
– For parents maltreated in childhood, increased provision of psychological
therapies and mental heath support
– For domestic violence risk, approaches such as Family Foundations, IRIS,
Healthy Relationships, Healthy Babies
– For substance abuse, Parents Under Pressure
– For mental health issues and poor attunement, Video Interaction Guidance,
Parent-Infant Psychotherapy, Specialist Perinatal Mental Health Support,
– Other support programmes include Baby Steps, Minding the Baby, Solihull
Approach, Mellow Bumps, Babies, and Parenting
• These will not be imposed on Pioneer Communities
– Recommended programmes
– Ultimate choice lies with Pioneer Community Partnership
– Does need to fit within research protocol

22. Monitoring Outcomes
• Key measure Disorganised Attachment at 15 – 18
months (surrogate for maltreatment as heavy overlap)
• Additional measures likely to be
– Parental Sensitivity
– Disconnected Parenting
– Child Aggression
• Use of existing local data
– 6 – 8 week, 1 year and 2 – 2.5 year assessment
– Data from child health profiles
– Other local data where relevant

23. Community Component
• The goal: community engagement, ownership of commitment to
create healthy, successful lives for children, happy relationships in
families
• Reducing maltreatment a necessary but not focal part of the
positive community goals
• Proposed approach - Asset Based Community Development –
proven results with Nurture Development
– Training ‘Community Builders’
– Local assets primary building blocks of sustainable community
development
– Communities will be active co-producers in design, planning and
implementation of Pioneer Community approach
– Work will be done with communities not to them

24. Direct Delivery
Local Authority
Universal Risk Assessment at 3-4 months to
measure attunement
VIG to support parents to improve attunement
PIP / Infant Mental Health Service
Perinatal Mental Health Service
Health Service
Universal Risk Assessment during pregnancy
Brazelton (by midwives / community midwives)
Perinatal Mental Health Service
WAVE / Nurture Development
Community Engagement
Local Authority or Local VCS
Solihull ante-natal & parenting classes
Minding the Baby
Parents under Pressure
Baby Steps
Family Foundations
Healthy Relationships, Healthy Babies
Mellow Bumps, Babies & Parenting
Watch, Wait & Wonder / Circle of Security

25. WAVE’s Role
AS BACKBONE
ORGANISATIO
N
Guide vision and strategy
Support aligned activities
Establish shared measurement
Build public and agency will
Co-ordinate links between Pioneer Communities
Mobilise funding for the overall project
Maintain ongoing dialogue with ministers, civil
servants and opposition politicians

26. Other Elements of WAVE’s Role
• Training and support to local authority, early years workforce,
CCGs, Health & Wellbeing Boards, voluntary sector,
community groups
• WAVE-led Local Authority, Public Health and Expert Advisory
Boards (already established) supporting effective
implementation
• Maintaining momentum of the project
• Spreading learning across Pioneer Communities and to local
authorities, health boards and communities across UK
• Working with Birkbeck, Kent, Kings, LSE, UCL, Warwick to
monitor and evaluate

27. Potential Outcomes
• Major reduction in child maltreatment for 0 – 2 years olds
(the peak age) in the Pioneer Communities – in just 5
years
• Thousands of children rescued from severely damaged
lives
• Widespread community improvement in child outcomes,
health, wellbeing, school readiness
• Fewer children in care or needing special support
• Reduced inequalities
These are not ‘one-off’ benefits
They break the intergenerational cycle of violence and
abuse

28. Pioneer Community Criteria
• Commitment to taking a whole system, preventive
approach to child maltreatment for ages 0 – 2 over 5
years
– In 50,000 population
– Broadly following proposed principles and elements
– Sign up from CEO, DCS, Health, Councillors
• Willingness to participate in research and evaluation
– Sharing and reporting relevant measurement data
– Supporting access to selected families for recording DA

29. Pioneer Communities:
15 Expressions of Interest to date
Bridgend (Wales)
Croydon
Derry (N Ireland)
Haringey
Greater Manchester
Leeds
Luton
Moray (Scotland)
Newcastle
North East Lincolnshire
Renfrewshire (Scotland)
Sheffield
Stockton
Waltham Forest
Westminster

30. Established Advisory Boards
Local Authority Advisory
Board
• 13 Local Authority CEOs /
DCSs
• Bridgend
• Coventry
• Croydon
• Haringey
• Hertfordshire County Council
• Leeds Council
• London Borough of Waltham
Forest Council
• Newcastle Council
• Newry & Mourne District
Council
• North Yorkshire
• Renfrewshire Council
• Southampton City Council
• Stockton Borough
• Wigan
Public Health Advisory Board
• 9 DPHs
• Buckinghamshire County
Council
• Croydon Council
• Hertfordshire
• Merton
• Oldham Council
• Richmond Upon Thames
• Stockton-on-Tees
• Hampshire
• Waltham Forest / Redbridge
Expert
• Dr Cheryll Adams (Institute of
Health Visiting)
• Dr Robin Balbernie (AIMH
and PIP UK)
• Prof. Jane Barlow (Warwick
University)
• Sally Burlington (LGA)
• Prof. Pasco Fearon (UCL)
• Prof. Peter Fonagy (UCL)
• Steve Goodman (Morning
Lane Associates)
• Dr Alain Gregoire (Maternal
Mental Health Alliance)
• Dr Joanna Hawthorne
(Brazelton Centre UK)
• Dr Ann Hoskins (PHE)
• Hilary Kennedy (VIG UK)
• Prof. Ted Melhuish (Birkbeck)
• Dr Susan Pawlby (Kings)
• Prof. David Shemmings
(University of Kent)
• Prof. Cathy Warwick (Royal
College Midwives)

31. Research and Evaluation
• Project leader: Professor Pasco Fearon Professor of Developmental
Psychopathology University College London, member faculty Child Study
Center, Yale University. His research focus: early child development and role
of attachment in risk for emotional and behavioural problems.
• Strong support team: Professor Peter Fonagy (leading attachment
researcher in the UK), Professor Ted Melhuish (who evaluated Sure Start),
Professor Martin Knapp (leading health economist at LSE), Professor
David Shemmings (Professor of Child Protection Research, University of
Kent), and
Professor Jane Barlow (Professor of Public Health in the Early Years,
University of Warwick)
• Matched control group design: Control groups either from same
local authority or demographically matched local authority (possibly member
of LA Advisory Board)

32. We need help
• WAVE will provide total commitment and dedication
• But we are small
• We cannot succeed without others who care about creating a
society free from child abuse, neglect and domestic violence
• Are YOU willing to transform this blight between now and 70/30?
• African proverb:
– ‘If you want to travel fast, travel alone
– If you want to travel far, travel together’

33. Where and how can
BASPCAN members make a difference?
Building
political
consensus
Building local
area support
Developing
community
support
Networking
Marketing
Pioneer
Communities