FINALIST 2026
About Words Matter
Words Matter is an ambitious new charity dedicated to improving children’s mental and physical wellbeing by ending childhood verbal abuse from adults – which a shocking 2 in 5 (41%) children experience. These children are criticised, blamed and threatened by adults in their lives – parents, carers, teachers and coaches – the very people that should protect them. Verbal abuse can damage confidence, derail potential and lead to anxiety, depression, eating disorders, self-harm and even suicide. It is now recognised as the number one form of child maltreatment.
Launched in September 2023, Words Matter is the first charity in the world to focus solely on this issue. Evidence-based and guided by leading experts, our work centres on:
Unlike other forms of abuse, verbal abuse flies under the radar. Society’s lack of awareness and understanding of the impact, combined with the absence of resources and training in this area for parents, carers, educators and other adults around children, means that many adults unintentionally use harmful language unaware of its lasting effects.
Our mission is to shine a light on this pervasive issue, raise awareness of its devastating effects and provide the tools and support needed to prevent it. By prioritising awareness and prevention, we aim to reduce the prevalence of verbal abuse so every child can thrive.
As Professor Peter Fonagy, Head of the Division of Psychology & Language Sciences, UCL and Government Advisor says:
“Verbal abuse of children by adults is all too common but is one of the most significant modifiable causes of life-long mental health disorders. Tackling it gives us a powerful lever to prevent mental health disorders and its enormous cost to both the UK and global economy.”
Words Matter’s powerful film shows how harsh language shapes a child’s future
‘Words Matter’ is a deeply moving film aimed at sparking a national conversation around the damaging impact of adult language on children. At its heart is a powerful poem, written by Tally Gilbert and brought to life by 13-year-old Ethan, whose stirring performance delivers a message that is impossible to ignore.
Shot in a single take at dawn on Hammersmith Bridge, the short film captures Ethan speaking directly to camera as he crosses the bridge with the sun rising behind him - a visual metaphor for the hope that comes with change and moving forward. His calm, honest delivery lays bare the unseen scars that harsh words from adults can leave on children - wounds that can last a lifetime.
We align with the following UN Sustainable Development Goals:
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