Britain’s largest child welfare charity first emerged in Liverpool in the 1880s after a local businessman on a return voyage from America set up a charity on the lines of one that had impressed him in New York that worked to prevent cruelty to children. Similar societies followed in London and other urban centres, with a national society formed in 1889. Almost 130 years later and the NSPCC lobbies government on child welfare, visited 7,800 schools and 1.6m children in 2017, operates a national helpline, Childline, and provides a protection consultancy service to make organisations safer for children. Its focus is on preventing child abuse in families facing adversity and child sexual abuse.


The present value of current and future income due to the brand


The ability for the brand to continue to generate income


The importance of brand strength in generating income

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