About Kidscape

Kidscape is an award-winning bullying prevention charity. Established in 1985, we support children and their families across England and Wales to challenge bullying and to have happy, healthy relationships.

Our vision and mission

Our vision is for all children to grow up in supportive communities safe from bullying and harm.​

Our mission is to provide practical support, training, and advice to challenge bullying and protect young lives.

Why our work matters

Being bullied (online or at school) is seen as the top barrier to having a good childhood.                                                                                  Action for Children, 'Choose Childhood', 2019.

Bullying is devastating for young lives. Anxiety, depression, self-harm and suicidal ideation are common amongst children who experience bullying, and the negative effects can be felt long into adult life, affecting academic achievement, relationships and long term mental and physical health.

We define bullying as the repetitive, intentional hurting of one person or group by another person or group, where the relationship involves an imbalance of power.

Bullying behaviour can happen face to face or online, in school or the wider community.  It can be verbal, physical or emotional and often has a disproportionate impact on children who are perceived as 'different' by others.  This includes children from some minority or faith groups, disabled children and those with additional needs, young carers, young people who identify or are perceived to identify as LGBT+, children in care, children with illness and children living in poverty.  Children have a legal right to be protected from all forms of bullying, harassment and harm.

Kidscape gives hope and help to thousands of children and families each year and work in communities throughout England and Wales to help keep children safe. 

Our approach

Bullying is a complex issue which requires a multi-faceted response. There are many factors that influence behaviour – in our schools, our communities and online.  We benefit from a wealth of research both in the UK and internationally relating to bullying, and we are influenced by a broad range of theoretical approaches. 

Direct interventions with children and families We provide interventions with children at an individual and peer group level and family-based interventions. 

Work with schools and the community We support staff to understand how their actions influence the behaviour of children and consider practical ways we can build safe communities.

Wider societal influence We consider the ways that our society and culture influence the behaviour of children and are champions for kindness, empathy, inclusion and respect.

The impact of our work

There are five main ways that we reduce the impact of bullying and harm:

  • Building communities of support
  • Reducing isolation and loneliness
  • Promoting positive relationships
  • Supporting resilience and wellbeing
  • Helping children recognise and respond to bullying behaviour.

See Impact for details of what we deliver and how it changes young lives. 

Our values

  • We believe that every child has the right to live life free from bullying and harm
  • We believe that all adults have a responsibility for creating safe and nurturing environments for children
  • We value the role of parents and carers and work with them to keep children safe
  • We believe that by working together we can protect more young lives and actively encourage partnership work

When did Kidscape begin?

Michele Elliott founded Kidscape in 1985. In the last three decades, much has changed, and we’re delighted that she still has a close relationship with the charity.

A few years ago, Michele visited the Kidscape office to say hello to old friends and take some time to watch Feeling Happy, Feeling Safe with young Elijah - son of former CEO Lauren Seager-Smith.

In this short video, Michele talks about the climate in the 1980s which she faced when she wrote Feeling Happy, Feeling Safe, what’s changed since then, and how to watch the children’s animations with little ones, while Elijah shows us all how to say a big, loud “No!”


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