The Keeping Your Child Safe in Sport campaign, led by the NSPCC CPSU and supported by national governing bodies (NGBs), active partnerships, and other stakeholders, returned in 2025 with a clear mission: to support positive parent and carer behaviour in youth sport and encourage open conversations between adults and children about what support means.
Campaign reach and impact in 2025
Over 100 key partners supported this year on their own communication channels. This year’s campaign saw impressive engagement across multiple platforms, which was an increase on last year. The campaign not only met but exceeded expectations in most areas, demonstrating strong interest and uptake from the sporting and safeguarding communities.
We know we cannot get this message out alone, so the strong support helped amplify the campaign’s core message: that parents and carers play a vital role in making sport a safe and enjoyable space for children.
‘Great video hearing directly from children about what makes them feel supported in sport’’ – NSPCC Safe in Sport Volunteer on LinkedIn
‘Great message and really helpful pack to share with our Marketing Lead to make spreading the campaign even easier.’ – Survey respondent
Content highlights
- 17 campaign videos created
- 45+ downloadable resources
- 19 social media posts
- 226 news articles across 170 outlets
Key learnings and challenges
While the campaign was largely successful, several areas for improvement were identified:
- Earlier release of materials would help partners prepare and promote more effectively.
- Representation in campaign assets needs to better reflect the diversity of communities involved in youth sport.
- Welsh translations, while essential, proved resource-heavy and require longer lead times.
Looking ahead: priorities for future campaigns
To build on this year’s success, the campaign team has outlined several priorities:
- Greater engagement from key partners who have yet to engage to help amplify the campaign to reach more families
- Continued focus on listening to youth and stakeholders
- Strengthening cross-team collaboration and buy-in
Final thoughts
As we look to future years, the focus remains clear: listen, reflect, and act. Because every child deserves to feel safe and supported in sport.