Be aware of child neglect; LETTERS.
NEGLECT is the most common form of child maltreatment and is consistently the main concern raised by adults contacting the NSPCC helpline.
But despite this awareness of the issue there is still record numbers of cases being recorded every day by the NSPCC Helpline.
Latest figures show more than 800 referrals have been made to police and social services in Wales after contacts to the NSPCC helpline about neglect in 2016/17; a staggering 80% rise over the last five years.
The situation is replicated in North Wales, with 116 referrals last year alone. Flintshire saw the highest amount with 36, followed by Gwynedd with 27, Conwy with 26, Anglesey with 14 and Denbighshire with 13.
Neglect means that a child's need for safety, physical care and love are not being met to an extent that could cause them serious lasting harm.
People traditionally think that neglect is children who haven't been fed or washed, but often the most harmful form of neglect is emotional neglect - when children's needs for love, warmth and sensitivity are unmet.
It's important to understand that there can be a whole host of reasons why children suffer neglect.
It can range from parents lacking the skills or funds required to care for their child, to problems of mental health issues.
It can have devastating consequences including malnutrition, disability, little self-confidence, difficulty with friendship and social skills and a lower IQ.
The NSPCC continues to raise awareness of all types of neglect and to support families who may be struggling to meet their child's needs.
It is crucial that neglectful parenting be prioritised for action by safeguarding boards, public service boards and government going forward.
Des Mannion Head of NSPCC Cymru / Wales