7 November 2006
Energy supplier npower has released a public document advising parents on how to keep their children warm in the coming wintry months.
The document comes as part of their Spreading Warmth campaign, which aims to help vulnerable households by offering a package of solutions to its customers including energy guidance, access to free insulation measures for eligible customers and payment and tariff advice.
Curiously, npower has chosen to focus on children within the household, rather than the usual target of the elderly. Dr Mitch Blair presents evidence of the cold adversely affecting children, stating: "The cold can actually affect children in key areas such as education, social inclusion and self-esteem."
Quoting the work of Dr Anu Mojaria of the Child Public Health Information Group (CPHIG), Dr Blair goes on to explain: "The longer-term effects may also include lower educational achievement, due to poorer attendance and concentration. There's also a possibility of a greater risk of poverty and unemployment in later life."
The document has been attacked by critics who say the advice offered by Dr Blair to keep children "snug as a bug" is patronising. Comments like "Dress children in layers" and "take a hot water bottle to bed" are also seen as reminiscent of Edwina Currie's hypothermia faux pas, where she advised the freezing pensioners to "wrap up warm" in woolly hats and long johns.
Robert Whelan, of the think-tank Civitas, told the Telegraph: "Most people realise energy bills are a fact of life and budget for them. We don't expect Sainsbury's to tell us how to put children to bed hungry, so I don't know why an energy company is suggesting we put children to bed with hats on."
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