In chapter 1 we provide an overview of the concept of prevention within child welfare, particularly under the New Labour government (1997-2010). Coming to power in 1997, Labour placed considerable focus, and financial investment, on reducing child poverty and social exclusion, and increasing universal early intervention support and coordination between services. The role of the voluntary sector became mainstream in the provision of children’s services, with the launch of several high-profile initiatives. Focusing on the concept of ‘prevention’ within child welfare and building on these shifting understandings of childhood and the concerns for children, this chapter explores how social policy operationalised under the Labour government; from how Labour developed strategies to tackle issues surrounding children and young people who are considered disadvantaged, vulnerable or at risk and how they mobilised the voluntary sector within this response.