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The major radio advertising campaign, featuring 3 young people is the second phase of the campaign. The advert aims to tackle the stigma and discrimination too often faced by young people in care and to improve attitudes of the public towards them. The advert will run on Radio Clyde and its associate Bauer stations throughout Scotland for 4 weeks.

The “We’re Here! shattering Myths: changing Attitudes” event will give young people involved with the campaign the opportunity to speak to other young people in Scotland about the stigma associated with being in care and the experience of being involved with the campaign.

Developed by Who Cares? Scotland, the charity which represents the views of looked after children,‘Give me a chance’ is the call to the Scottish public from young people themselves to improve attitudes towards children in care and the residential child care system.

Already, the campaign has attracted TV, Press and Online coverage nationwide; including the BBC, the Herald and the Press and Journal.

http://www.pressandjournal.co.uk/Article.aspx/1580519
http://www.heraldscotland.com/news/health/children-in-care-plead-to-be-given-a-chance-1.1002040
http://news.bbc.co.uk/1/hi/scotland/8483476.stm
http://www.bbc.co.uk/iplayer/episode/b00q957s/Morning_Extra_28_01_2010/

As well as the new campaign website, the public at large will have their first chance to see the ‘be fair to a child in care’ message from the 1st of February, the ‘Give me a chance’ poster advertising campaign will run across Scotland throughout the month.

To ensure that looked after young people’s call for fair treatment is well heard, campaign materials are also being sent to schools, GP surgeries, police stations, local authorities and voluntary organisations.

The campaign is being launched as new research reveals strong public confidence in the benefits of being in care for those who need it.  A Scottish Opinion survey, commissioned by Who Cares? Scotland, found that almost three in four members of the Scottish public believe that being in care can help children and young people get their lives back on track.  However almost one in three adults who took part in the survey and nearly half of the young people surveyed in a separate poll believe that young people over 12 are most likely to go into care because of their own behaviour.

Commenting on the campaign launch, Heather Gray, Chief Executive of Who Cares? Scotland said;

“The ‘Give me a chance’ campaign is long overdue.  For many years the children and young people we work with have complained of being bullied, blamed or written off just because they are in care.  They speak of the hurt and shame when other children’s parents try to stop them being their friends, when teachers expect them to fail rather than succeed and when neighbours’ first reaction to any trouble in the area is to point the finger at the local children’s unit.

Our survey shows that the public is beginning to understand that being in care can give young people the chance to overcome the difficulties they’ve had at home.  That’s encouraging but I am concerned that, when it comes to the over twelves, a lot of people still hold on to the old-fashioned notion that it is ‘bad’ children who go into care.   In fact, regardless of age, most children and young people go into care because they are at risk of coming to harm if they remain in their own homes.

The ‘Give me a chance’ campaign is calling for a fair deal for children and young people in care.  It is every child’s right to be treated fairly and to get the best possible chance in life.  Being in care doesn’t change that.”

David Dunne (21), Chair of the board of Who Cares? Scotland, went into care at fourteen, after a breakdown in his relationship with his stepfather.  David was one of the young people involved in developing the ‘Give me a chance’ campaign.  He has a strong personal interest in the campaign;

“I’ve had to deal with people thinking that I was in care because I’d done something wrong.  They seemed to think it was a punishment.  Then there were people who pitied me and saw me as a victim.   All I wanted was for people to treat me just like anyone else my age.

When I was in care  I got support but I also got discipline – in other words the staff treated me just like any other teenager.  That really helped me become more responsible and more respectful.  I think I’m a better person today than I would have been if I’d never gone into care.

It was good to work on the ‘Give me a chance’ campaign.  We’ve come up with something that will make people stop and think.  I’m convinced that it’s going to have a real impact on people’s attitudes towards children and young people in care.”

The ‘Give me a chance’ poster advertising campaign will run across Scotland throughout February.  Campaign materials are also being sent to schools, GP surgeries, police stations, local authorities and voluntary organisations.  A new website will be launched next month to help promote the campaign throughout 2010 and beyond.  The campaign is part-funded by the Scottish Government.

Please download the attached PDF for more information