NSPCC appoints Shift as insights partner for new national behaviour change campaign

Press release
February 2018

The NSPCC have appointed the not-for-profit organisation Shift as their insights partner for a new national behaviour change campaign.

The research will include a deep dive into the world of parents, using a diverse range of techniques, including speaking to parents through online diary tasks, immersive interviews, focus groups in community settings, as well as speaking to those who support parents in their parenting, for example friends, family members and professionals.

In this project Shift and the NSPCC are also working together closely to capture the opinions of those parents in groups that are often overlooked in research, such as young parents, parents on very low incomes, those with children who have disabilities, and parents in minority ethnic communities

The insights of the research will be closely analysed and drawn up into actionable insights that can feed directly into a planned communications campaign as well as informing other upcoming NSPCC work.  

Nick Stanhope, CEO of Shift commented, “Shift and the NSPCC share a deep commitment to early intervention and preventing harm to children, so we’re very excited to be part of their work to support parents and carers. We’ll bring everything we have learnt from many years of working closely with parents and practitioners to inform and design new forms of support.”

We look forward to capitalising on Shift’s expertise in this area to gain a more detailed understanding of parenting techniques across the full spectrum of society.” Chris Cloke, Head of Safeguarding at the NSPCC.

Shift will be building on previous work they have done relating to the emotional development of children. This includes a partnership with the NCT in which Shift and NCT are developing  a personalised mobile website that gets better and better at matching parents with high quality information they’ll love, by getting to know them over time, aiming to help parents feel more confident and bring up healthy, happy babies.

Shift has previously published a report on  0-2 years: Improving infant emotional development and this month a research insights and design opportunities report: Designing products that empower parents.

The research will take place from now until April and will occur across all four countries within the UK


About Shift

Shift is an award-winning social enterprise that designs products and services which address social problems through behaviour change. They follow an agile, user-centred research and design process, which they apply to both the development of their own products and to other organisations.

Shift’s portfolio includes Historypin, the communal historical archive building local social capital, BfB Labs, which develops biofeedback games that build resilience to mental illness and the fast food outlet Box Chicken, created as part of their healthy fast food work. Shift has won Webby and Tech4Good awards, were finalists in the 2014 Google Impact Challenge and were twice named a New Radical by Nesta and the Observer. https://shiftdesign.org/


The NSPCC is the leading children’s charity fighting to end child abuse in the UK and Channel Islands.  Using voluntary donations, which make up more than 90 per cent of our funding, we help children who’ve been abused to rebuild their lives, we protect children at risk, and we find the best ways of preventing child abuse from ever happening. So when a child needs a helping hand, we’ll be there. When parents are finding it tough, we’ll help. When laws need to change, or governments need to do more, we won’t give up until things improve.

Our Childline service provides a safe, confidential place for children with no one else to turn to, whatever their worry, whenever they need help. Children can contact Childline 24 hours a day, 365 days a year on 0800 1111 or by visiting www.childline.org.uk

Our free helpline provides adults with a place they can get advice and support, share their concerns about a child or get general information about child protection. Adults can contact the helpline 24 hours a day, 365 days a year on 0808 800 5000, by texting 88858 or visiting www.nspcc.org.uk


Tori Flower
Brand & Communications Director
0207 253 9781