ONE in three children in a part of Malvern are living in poverty as shocking new figures reveal nearly 1,900 youngsters across the district are coping with impoverished conditions.

It is estimated 617 youngsters in the Pickersleigh ward alone, which represents 34 per cent of the child population for that area, come from households where total income falls below about £15,000.

The second most affected area is the Link where 197 children, 16 per cent, are said to come from a poor background.

Longdon is least affected with 12 children, or three per cent, in such a position according to a report published by the Campaign to End Child Poverty this week.

But there is a glimmer of hope for families struggling to meet basic needs such as food, heating, transport, clothing, school equipment and trips with a number of initiatives up and running to help those in need.

Councillor Barbara Williams, portfolio holder for community and economic development at Malvern Hills District Council, said: “The well-being of children and young people is a priority for this council and we are currently working on several interventions across the district but also specifically in Pickersleigh.

“The council last year identified Pickersleigh as an area of highest need and after raising additional finance we launched, with our partners, a major series of projects in January 2011.

“As part of the Malvern Hills Partnership’s Big Pickersleigh Project those activities are ongoing and and cover a widerange of issues such as worklessness, provision of positive activities for young people and the improvement of access to local public services such as the CAB debt management advice service.”

Coun Williams said the council also works closely with partners such as Barnardos and actively promotes access to benefits, housing support advice and concessions on sport and leisure services.

Councillor Penelope Morgan, who represents the Pickersleigh ward at county level, has used her £10,000 divisional fund to help run various schemes, including a creche at the local children’s centre where parents can get help and advice on a variety of aspects of life including cooking and budgeting.

Hampers delivered to needy families at Christmas from local churches, a mentoring scheme and apprenticeship courses have been set up while breakfasts for needy children at Great Malvern Primary School are other initiatives up and running.

Coun Morgan said while there is plenty going on more can always be done. She said the stigma attached to free school meals needs to be tackled.

“We need to do a lot of work to tell people there’s nothing to be ashamed about because they have got to think about their children,” she said.