FUNDRAISING NEWS: CAMPAIGN WATCH - JUST BREAKING

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The NSPCC has embarked on the second phase of its Full Stop crusade, which aims to eradicate cruelty to children with a major public education campaign to encourage children to speak out about abuse and other problems.

'Someone to turn to' is the first campaign by the charity aimed specifically at children. It is also the first time that the NSPCC has invited Childline to take part in one of its campaigns.

The campaign launched on 19 January with a television advert showing a series of anonymous individuals and several celebrities, including Arsenal footballer Thierry Henry, TV presenter Graham Norton and singer Ms Dynamite.

In each scene a different person is shown alone, looking downcast and being unusually quiet.

At the end of the advert a voice-over says: "If we had a minute's silence for every young person suffering in silence, this commercial would go on for years". A prompt on the screen then shows the NSPCC's helpline number alongside the Childline number.

Three press ads were also launched to coincide with the TV commercial.

The print versions, which are running in youth magazines such as Sugar and Bliss, each show the face of a young person who is unable to speak.

One shows a young person with a 'mute' icon over the lips, another shows both lips pinned together with a lip ring.

The initial activity will be followed up with two more TV adverts highlighting bullying and neglect.

Both adverts feature a young person with a soundtrack that illustrates an abusive situation. The young person stutters, trying to speak out, but can't.

On 9 Feb, the campaign will be extended with four radio ads focusing on physical abuse, sexual abuse, neglect and bullying. The adverts will be broadcast mainly on local and independent radio stations, such as Northern Ireland's Cool FM, and London's Kiss FM.

Internet advertising will feature on youth websites until the end of April, and the NSPCC is sending more than 1.5 million advice booklets to secondary schools in England, Wales and Northern Ireland.

The online version of the booklet,which can be found at worriedneed2talk.org.uk, has already had 8,000 hits, despite not having yet been publicised.

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