British insurance company Aviva, has teamed up with international charity Railway Children, which helps children who have run away from home due to abuse or neglect, to help raise money to provide these children with the support they need.

Both websites tell us that every five minutes a child runs away from home in the UK. That’s over 100,00 children under the age of 16, every year. 

Aviva’s Awkward Conversations campaign aims to tackle the issues runaway children in Britain are dealing with and has pledged to give £2 to charity Railway Children, for every ‘conversation’ uploaded onto their site. So how does it work?

You simply upload an awkward or difficult conversation you’ve had with your child. If your conversation is chosen, Aviva will then donate £2 to Railway Children, to help them continue their work supporting children who’ve run away from home.

It’s a lovely idea, and aims to play on the notion that all children need someone to communicate with and to help them make sense of the world. At its heart, the campaign highlights how very important emotional support is for children, of all ages and in all contexts.

If you want to see what kinds of conversations people have sent in, you can check them out here.