Sam Warburton is NSPCC Wales Ambassador for Childhood

April 11, 2021

The NSPCC has announced Sam Warburton as its first Wales Ambassador for Childhood – a prestigious role recognising his long-standing and ongoing support for the child protection charity.

The former Lions captain has selflessly backed the NSPCC, most notably raising £100,000 during his 2018/19 testimonial year - £30,000 of which funded all 12 of the UK’s Childline bases for a whole day.

“It’s a privilege to be an NSPCC Wales Ambassador for Childhood and a role I am very proud of,” says Sam.

“The work of the NSPCC is absolutely vital for the well-being of our younger generation who face many challenges in today’s climate. I’ve seen first-hand many of the volunteers and staff at work and they are inspirational and life savers.”

The announcement comes as the NSPCC launches its Childline Club Cymru initiative, providing businesses and individuals across the country an opportunity to help support children and young people across Wales following a tough 12 months.

The father-of-two is rallying like-minded businesses across Wales to get involved in the club, which will help make a difference to the lives of children and young people, enabling the service to keep adapting to make sure it reaches every child who needs support.

Sam says: “I am excited to help launch Childline Club Cymru today and cannot wait to contribute further. As a father, it gives me great satisfaction that this service exists for children and we must all work hard to continue to fund it.”

Childline, which has bases in Prestatyn and Cardiff, provides children and young people across the UK with a safe, supportive and confidential space where they can get information and advice, talk and be listened to, and start to get the help that they need.

As an Ambassador for Childhood for the child protection charity, the former Wales international player joins other high-profile names such as Ant & Dec, but Sam will be the first to hold the Wales title.

NSPCC Divisional Vice President for Wales, Hywel Peterson says: “I am delighted that Sam has accepted the invitation from our Chief Executive Peter Wanless to become NSPCC Wales Ambassador for Childhood in recognition of his support for NSPCC Cymru - it is richly deserved.

“Sam’s support for the NSPCC in Wales has been outstanding, from choosing us as the main beneficiary charity for his hugely successful testimonial year to the fantastic support he continues to provide.

“He is generous with his time and in particular with his support of the NSPCC’s Childline service – using some of his donation from his testimonial year to fund Childline across the UK for a whole day.”

On average, before the pandemic, a child contacted Childline every 20 seconds. Mental and emotional health has been the top concern for children and young people since the start of the pandemic – with many contacting Childline because they don’t feel able to talk to anyone else.

Hywel adds: “Every child deserves to feel safe and to be heard, and that’s what is so great about Childline – it has trained counsellors there to listen to a child’s concerns no matter how small or big it may seem

“Childline Club Cymru provides businesses and individuals across Wales with the chance to be part of something rather special – making sure every child across the country has somewhere to turn when they need it.

“For a child, Childline can feel like the last and only resort for help – and our counsellors have seen that over the last year. It’s a critically important service and one as a nation we should cherish because without funding and without our dedicated volunteers at our bases in Cardiff and Prestatyn it wouldn’t be possible to offer the service we do.”

£400 could pay for our trained volunteers to answer 100 children’s calls for help to Childline
£1,250 could pay to run Childline for one hour
£2,000 could pay to train a volunteer and to answer 100 children’s calls for help to Childline

For more information on Childline Club Cymru and how to get involved contact Rosey Stonehouse via or 029 2167 1569.

Children can contact Childline every day of the week on 0800 11 11 or via where 1-2-1 online chats can be requested. Anyone with any concerns about the welfare of a child can call the NSPCC Helpline on 0808 800 5000 or visit for advice.