Our national charity partnership with the NSPCC – making every child heard

Our charity partnership with the National Society for the Prevention of Cruelty to Children (NSPCC) has already raised £3 million since launching in 2017. Since then, we have built a fantastic relationship with the charity, and we are thrilled to announce the extension of our NSPCC partnership to support their Childline service, founded by Dame Esther Rantzen.

It’s now time to switch the focus over to our next challenge, as we aim to raise £2 million in support of NSPCC’s life-changing service which helps to ensure no child goes unheard. The Childline service is a place for any child to turn to, whatever difficulty they’re facing.

Childline needs support, now more than ever. With school closures, children and young people may suffer from increased levels of isolation, leading to further anxiety or mental health problems. They can talk to a Childline counsellor via online chat or over the phone, as well as get access to a whole range of support options on the Childline website. Whether a young person is struggling with mental health issues, bullying, or problems at home, Childline is always there for them.

Together, with the money raised through our partnership with the NSPCC, we aim to recruit 937 Childline volunteer counsellors, enable over 77,700 counselling sessions and provide over 2 million visits to the Childline website to provide children with online support in the next two years.

the cloud and the rainbow story


Discover the story of The Cloud and The Rainbow, read by Sam Faiers

Ester video

Hear from Dame Esther Rantzen, the Founder of Childline

Ester video

Rainbow trail

Together with our charity partner the NSPCC, we’ve joined The Rainbow Trail to support children’s mental and emotional health. Keep a look out for our special billboards at stores across the country, featuring rainbow pictures submitted to us from talented Lidl’uns. 

Rainbows send a message of hope at a time when things may be tougher for children and young people suffering with their mental and emotional health, and home is not a safe place for every child. We want to let children know that the NSPCC’s Childline service is still there for them.

Please keep sharing your children's pictures with us on social. Tag us using @LidlGB and include #LidlRainbowChallenge on both Twitter and Instagram.

We’ve committed to raising £2 million over 2 years to support the NSPCC’s vital Childline service. This comes at a time of unprecedented demand with children reaching out to Childline worried about coronavirus. With schools closed, many vulnerable children are at risk.
To make a donation to help Childline to be there for children, just click here


The Rainbow Trail delivers messages of hope to children and raises awareness that Childline is still here during these challenging times. Bring a splash of colour and a message of hope to your windows, and download our rainbow templates below.


NSPCC’s Childline service

Child line Video

Take a look at this video to find out more about the NSPCC’s Childline service.

Find out more about NSPCC's Childline service

Childline 2

We’ve raised £3m for the NSPCC!

Over the last three years, we’ve have raised a massive £3 million to support the NSPCC through our charity partnership. This funding enabled the charity to reach 1 million children via the ‘Speak out. Stay safe' service, teaching primary school children to recognise the signs of abuse and neglect and who to turn to for help.


Since the partnership began in April 2017 we’ve been busy raising these vital funds in all sorts of fun and creative ways, such as climbing London’s Gherkin tower, baking a huge amount of delicious cakes and going green for Halloween.


NSPCC 3 image teaser

Photography by Alex Grace.