Health and Nutrition
Charity's campaign against child neglect highlights warning signs
The charity Action for Children launched a national television advertisement on Monday to highlight child neglect.
A scene from the TV advert
The animated advert depicts six-year-old Emily with her adult self in the voiceover talking about how her childhood was blighted by growing up in a dirty home, going without regular meals and baths and the psychological effect this has had.
To highlight the fact that neglect is often overlooked, Emily is shrunk to the size of a matchstick and wanders the streets unnoticed.
The charity said that up to 10 per cent of children in the UK experience neglect - the persistent failure to meet their basic needs - which can have serious results for children's health and development.
It said signs of neglect include a child who is unclean or smells, a child who is wearing inappropriate clothes for their age or a child who is regularly late for nursery or school.
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