Central campaign materials include a poster, a communications guide, a media campaign toolbox, and a video documentary entitled "Don't Call Me Street Kid! Innovative Projects At Work". These materials were developed through advocacy and networking initiatives with different sectors, evaluations with focus groups, and other promotional and educational activities. They were publicised on a national level through the media of television, radio, newspapers and magazines, and the Kids Campaign site. For example, in the context of a prime-time television programme, the video documentary was screened at venues including schools, community centres, police workshops, and town hall meetings. Each screening was followed by a live debate.

Children.

Programme organisers point out that children most often end up on the streets because their families are unable to provide for their material, physical, or emotional needs; the root cause is poverty, which affects family stability and leads youngsters into low-paying jobs, petty theft, prostitution, or other survival strategies that may involve their becoming victims of abuse, exploitation, or murder.