The findings reveal that:
- 10% of children aged 6 to 15 surveyed in the Midlands/ Wales are currently living in Hygiene Poverty
- 8% of children reported not being able to attend school because they can’t keep themselves clean.
These findings reveal the hidden, day-to-day struggles that are keeping children from learning, socialising, and feeling confident — and signal an urgent need for local and national action.
This new data stems from In Kind Direct’s A Clean Start in Life research, developed in partnership with Children North East, which included GB-wide polling and focus groups with young people.
Michael Gidney, CEO at In Kind Direct comments: “Children are sharing toothbrushes, worrying about standing out at school for the wrong reasons and families are having to choose between eating and keeping clean – impossible choices no one should have to face. As well as surveying young people online, we spoke directly to children across England who told us hygiene poverty is damaging childhoods, and no one should feel embarrassed to ask for help.
"Through our network of over 6,000 charitable partners, we are distributing essential hygiene products to families throughout the UK. But this is a solution to a problem that should not exist. The Government’s Child Poverty Strategy must be ambitious about eradicating child poverty to break the generational cycle of going without and ensure every child has a clean start in life.”
The charity’s latest campaign seeks to shine a light on this growing crisis through powerful public engagement and a call for political action. At the heart of the campaign is a unique partnership with Bluewater shopping centre in Dartford, where an everyday hygiene space — a public restroom — has been transformed into an immersive experience.
Visitors will hear the real voices of children living in hygiene poverty, sharing the hidden struggles they face each day. The campaign invites the public to stop, listen, and take action.
Be part of the change, see how YOU can make a difference https://go.inkinddirect.org/notachoicelaunch25