The overall purpose of the Each and Every Child initiative is to tell a compelling story about children and young people in the care system in Scotland, transforming the current public narrative and mobilising people at all levels in the community to take action to improve their life chances. This initiative has exciting potential to fundamentally shift public attitudes, tackling the common assumptions held by the wider society which research has shown are a fundamental barrier to building public support for a more progressive approach to caring for children and young people. The main aims of Each and Every Child are to: • shift public attitudes towards children, young people and their families who are in and around the care system to build improved support for progressive policy and practice implementation • engage and inform professionals in the sectors working with children, young people and their families around their communications to strengthen their practice and impact • support and equip care experienced people to be at the heart of efforts to develop more consistent and effective communication in order to mobilise people in communities to take action to improve the life chances of children and young people. This work will be co-designed with voices of experience and informed by research. Each and Every Child is funded by CELCIS, The Robertson Trust, Esmee Fairbairn Foundation, Life Changes Trust, The Scottish Government and Social Work Scotland. We are working together with The Promise Scotland to #KeepThePromise