That's the message from Bob Reitemeier, chief executive of The Children's Society, which this week publishes A Good Childhood, the culmination of its three-year Good Childhood inquiry.
After years of research and consultation the 200-page book has hit the shelves, pinpointing the challenges facing children and tracing the reasons behind them.
With around 30 recommendations to parents, teachers, the government, media, advertisers and society as a whole, the report aims to overhaul attitudes to children and childhood, encouraging a collective drive to improve the lot of children today.
Fresh thinking required
"We commissioned the inquiry because it was absolutely clear to us there was some fresh thinking required," Reitemeier explains. "What was missing from the programmes that already existed was pulling together the vast amount of research that is available, actually addressing the status of childhood and truly putting children at the centre of our world and social policy."
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