Shirley Walker, project manager for LISA, which has now gone live (Children Now, 29 September-5 October), says the southeast London borough decided to spread the message this way after finding out that giving leaflets to children at school wasn't the most effective way to disseminate information.
"Some schools didn't distribute it as we thought they might have done, and a few parents had contacted schools to ask for more information," she says.
More than a quarter of the 60,000-plus children in Lewisham live in households where both parents are unemployed. "A number of parents will struggle to provide everything children need," explains Walker, who has worked for the council for four and a half years.
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