Around one in four parents knows of a child in their area who may be going hungry, a survey has found.
The poll suggests that the problem may be getting worse, with many parents saying they have seen an increase in the numbers of youngsters they are worried about.
But it also reveals that many are reluctant to get involved, with more than half failing to report their concerns to the authorities.
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Adverts targeting benefits claimers will remind them to notify authorities of any changes - or face a criminal record.
People are being urged to look out for their neighbours this winter in a bid to reduce the number of deaths during the cold weather.