We are absolutely delighted and incredibly grateful to announce Yasmin Shaheen-Zaffar as a Patron and Children’s Mental Health Ambassador for The Principle Trust Children’s Charity.
Yasmin has quietly supported the charity over the past couple of years, and it means so much to officially welcome her into the charity family as we continue our mission of supporting children and families across Yorkshire facing adversity, trauma, poverty and difficult life circumstances.
As the founder of Watoto Play, Yasmin creates human-led, AI-powered digital healthcare solutions designed to support emotional wellbeing, communication and connection within families. She is also a neurodivergent BACP-accredited trauma counsellor whose work supports adults, educators, parents and carers navigating challenges such as alexithymia, overwhelm, burnout, rejection sensitivity and emotion-based school avoidance.
What makes Yasmin’s work so powerful is her compassionate and deeply understanding approach. Her work is grounded in the belief that communication and behaviour challenges are often not a lack of willingness, but a nervous-system response to stress. Through practical tools, emotional learning and relational support, she helps families move away from cycles of conflict and overwhelm towards connection, understanding and repair.
At The Principle Trust Children’s Charity, we know first-hand the emotional pressures many families face. The children we support are often living through trauma, poverty, mental health challenges, bereavement or instability, and Yasmin’s expertise beautifully complements our work in helping families feel supported, connected and hopeful during difficult times.
Supporting Families Through Communication and Connection
In June 2026, Yasmin will launch a five-month Social Emotional Learning (SEL) Communication Pilot in Otley and Harrogate – an exciting initiative designed to support families with emotional regulation, communication and healthier connection within the home.
The programme will include:
- A structured learning journey focused on communication, emotional regulation and safer connection
- Monthly in-person sessions for guidance and skill-building
- Practical and interactive tools families can use during moments of tension or conflict
- AI-supported learning to help apply skills in everyday life
- Support for neurodivergent communication patterns, including alexithymia and rejection sensitivity
- Guidance for parents navigating mobile phone boundaries, screen-time and conflict repair
The pilot comes at a particularly important time as many families adjust to new school mobile phone policies. While these changes may be welcomed by some, they can also create difficult conversations and emotional tension at home. Yasmin’s work aims to support parents and carers with understanding, practical strategies and confidence, helping families move from conflict towards calmer, more connected relationships.
Importantly, the pilot will operate on a pay-as-you-feel contribution model, ensuring it remains accessible to families regardless of financial circumstances. Proceeds from the programme will be shared between The Principle Trust Children’s Charity and Otley Community Larder, helping to support local children, families and community initiatives.
“Prevention Matters. Early Relational Support Matters.”
Speaking about becoming a Patron, Yasmin said:
“Having quietly supported the charity over the past couple of years, officially becoming a Patron feels deeply aligned with the work I do every day. When families are given tools to communicate safely and regulate overwhelm, children experience greater stability, security and connection. Prevention matters. Early relational support matters.
“The new mobile phone policies will be welcomed by many, but they may also create difficult conversations at home. Parents need support, not shame, as they help children adjust to new boundaries around technology. This work is about reducing blowouts, strengthening communication and helping families move from conflict into connection.”
Kerry Magson, Partnerships and Engagement Manager at The Principle Trust Children’s Charity, added:
“We are delighted to welcome Yasmin as a Patron. Her expertise in communication and emotional wellbeing complements our mission beautifully. This pilot represents a proactive, preventative approach, helping families build stronger foundations before difficulties escalate. We are incredibly grateful for her support, commitment and the positive impact this partnership will bring to children and families across Yorkshire.”
Looking Ahead Together
We are so thankful to Yasmin for choosing to support The Principle Trust Children’s Charity and for sharing her expertise, compassion and passion for improving children’s emotional wellbeing.
This partnership represents a shared commitment to supporting families before crisis point, strengthening communication and helping children feel safer, calmer and more connected within their homes and communities.
We are incredibly excited about what we can achieve together and look forward to the positive difference this collaboration will make for children and families across Yorkshire.
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