FUNDRAISING NEWS: Campaign Watch - Just Breaking

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The NSPCC has launched a five-week public education drive that aims to support parents to protect children.

The initiative highlights the vulnerability of babies and toddlers and the pressure that non-stop demands can put on stressed parents. Parents are urged throughout the campaign to seek help before they "cross that line".

The initiative, which is part of the wider NSPCC Full Stop campaign, features two hard-hitting TV ads alongside print work, information booklets and research programmes. Posters will also be used in selected public baby-changing areas. The campaign kicked off on 24 February with two TV ads, entitled "Demands" and "Decibels", being shown at peak and off-peak times on ITV, UK Gold, UK Style, UK Living, MTV, Sky, Sky Sports and E4.

"Demands" illustrates the stress that continual demands from toddlers can cause by showing a drill sergeant barking requests such as "Read me this book" and "Pay me attention".

The second execution, "Decibels", compares the stress caused by a constantly screaming baby to the sound of a pounding pneumatic drill.

The print ads, which will run in The Observer and Independent on Sunday for a month from 2 March, follow the same theme.

"Toddler Tips", the first of three booklets, came out this week and provides advice from parents about how to cope with toddler behaviour. The second booklet, "Not Naughty But Normal", will be released on 10 March and stresses that most normal toddlers misbehave and are not deliberately naughty. The final booklet, out on 17 March, is targeted at professionals working with families.

Three research programmes are also being conducted, and results are expected during the five-week campaign.

Tony Samphier, spokesman for the NSPCC, said: "It is still early days, but feedback has been all positive so far. We have also been very pleased with the media coverage of the campaign."

Success of the initiative will be measured on three levels. Media evaluation company Metrica will analyse the delivery of the message to the target audience, while the NSPCC will use continual tracking research to highlight changes in public opinion resulting from the campaign. The charity will also measure the percentage of the advice leaflets distributed.

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