Campaigns Copy

A young person growing up in Scotland's most deprived communities is 3 times more likely to die by 25.

‘no bad ends’ campaign

‘No Bad Ends’ is a campaign which developed from the shocking discovery that people from Scotland’s most deprived communities are THREE times more likely to die before they reach the age of 25.  

The findings were from research commissioned by Aberlour and carried out by Dr Morag Treanor, Professor of Child and Family Inequalities at Edinburgh’s Heriot-Watt University.  It was the first research to focus on the impact deprivation can have on deaths in young people. The findings prompted Aberlour to launch an urgent fundraising campaign carrying the message that “A Bad Start Shouldn’t Mean a Bad End”.

The purpose of the campaign was to highlight the issue of deprivation by so many children and families in Scotland by

  • generating widespread Scottish national and regional coverage, including broadcast coverage, to support the launch of the campaign
  • raising awareness of the massive inequality between rich and poor in this country 
  • asking the public to donate to enable us to intervene before it’s too late and continue to deliver vital services to Scotland’s young people early  

To see a commitment from the Scottish Government and public authorities to develop a child wellbeing approach to budget setting and economic planning that ensures public spending prioritises child wellbeing.

The campaign focused on Morgan (19) who had a difficult childhood growing up in Govan, but her story was an example of how, with Aberlour’s help, she was able to turn her life around.

“Many (young people) grow up feeling they have no stake in their future. They look around; all they see is a life of drugs, drink and violence,” says Johnny, Aberlour Youth Worker.

Morgan was one such young person. She started life in a home with a lot of difficulties. School became problematic and she was in danger of get caught up in drink, drugs and violence. Yet with support from Aberlour, she’s the first person in her family to go to university.

>>Watch Morgan describe the moment Johnny saved her life.

The outdoor, digital and direct marketing campaign resonated with the public and we saw a total of 79 pieces of coverage were secured across national and regional  press in addition to the exclusive interview on BBC Scotland The Nine and BBC Good Morning Scotland. These included coverage on the BBC News website, in The Herald, The Scotsman, The Times, The Scottish Sun, Daily Record, The Metro, Press & Journal, The Courier, Dundee Evening Telegraph, Glasgow Evening Times and Edinburgh Evening News.

We also secured further radio broadcast coverage on Tay FM, Northsound News, Kingdom FM and Wave FM.

There was in excess of 84 million opportunities to see/hear the campaign. 

Additional measures of profile success included the trebling of Aberlour’s website traffic and social media engagement over the campaign period.

Over the course of the campaign Aberlour recruited a further 482 monthly donors, an uplift of 21%.

Moreover, SallyAnn Kelly, Chief Executive of Aberlour was joined by Jackie Baillie MSP, Iain Gray MSP, Michelle Ballantyne MSP, Neil Findlay MSP, Gail Ross MSP, (pictured) Alex Cole-Hamilton MSP, James Kelly MSP and Jenny Marra MSP as we launched the campaign outside the Scottish Parliament in October 2019.

Today, there are thousands more children and young people in Scotland who, like Morgan, have faced a bad start in life. In the aftermath of COVID-19 poverty is exacerbated through job losses, reduced working hours, delays or refusal of benefits; and the number of children and young people in deprivation is likely to escalate exponentially. We have commissioned further research in conjunction with the University of Stirling and Dr Morag Treanor to understand the impact of the pandemic and will be looking to launch a second phase of the campaign in the Autumn 2020. More than ever we will need your help even more children avoid a bad start to life. 

With your regular donation to children, young people and families can have a brighter future and the opportunity to thrive. 

>> Please donate today.

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*The research was based on Scottish mortality records from 2011 to 2017 supplied by National Records of Scotland. The research focused on deaths due to ‘external causes’. By categorising these deaths using the SIMD (the Scottish Index of Multiple Deprivation) Dr Treanor was able to compare the least and most deprived quintiles with clear and shocking results.


‘no place like home’ campaign


‘No Place Like Home’ is a joint campaign led by Aberlour and supported by Parenting Across Scotland (PAS) and the Scottish Commission for Learning Disability (SCLD). This campaign has been developed in partnership with learning disabled parents we work with through our Family Service South Ayrshire.

 The purpose of this campaign is to highlight the support needs of learning disabled parents and their children, particularly the need for ongoing parenting and family support at the earliest opportunity to ensure families where children are at risk of being placed in care can stay together.

The most comprehensive research available indicates that at least 40% of parents with a learning disability have their children taken into care. With the right support in place for parents, we believe that we can reduce that figure and keep families together.

We’ll be campaigning to ensure that service provision for parents with a learning disability is widely available throughout Scotland. Stay tuned to read our blog posts and updates about what we’ve achieved during this campaign.

> Read our press release



In October 2018 we launched No Place Like Home – our campaign to highlight the support needs of parents with learning disabilities and their children, and to promote the need for ongoing parenting and family support at the earliest opportunity to ensure families where children are at risk of being placed in care can stay together.

Here are some of the results of our campaign: