24/04/2026
On Saturday 25th April, we recognise Parental Alienation Awareness Day all around the world.
This day exists to raise awareness of a complex and often misunderstood form of emotional and psychological harm affecting children and families.
Parental alienation is not simply a conflict between parents.
It involves patterns of influence where a child is exposed to ongoing negative messaging about one parent. This can include blame, distortion of reality, and pressure to withdraw from or reject that parent.
Children may begin to mirror what they are hearing and experiencing, leading to resistance or refusal of contact, often without clear justification. Over time, a once loving relationship can be significantly damaged or lost.
The impact on children is profound, affecting identity, emotional wellbeing, and future relationships.
Over the coming weeks, we are part of the Waitrose & Partners community fundraising initiative in Newbury, West Berkshire.
Shoppers can support Parental Alienation Awareness by placing their tokens in our collection box in store.
Every token helps raise awareness, open conversation, supports our helpline, and brings this out of the shadows where it has sat for far too long.
A representative will also be in store on 29th April to speak with members of the public and answer questions about what this really looks like and why it matters.
This is not about taking sides.
It is about recognising harm, protecting children, and supporting healthier outcomes for families.
We would like to extend our thanks to Waitrose & Partners for recognising the importance of this work and supporting awareness within the community.
Parental alienation is often hidden.
Awareness is where change begins.
