Online map to link supporters

Indira Das-Gupta

The NSPCC is using Google technology to create an online map showing profiles of its supporters around the country and giving details of their activities.

The interactive map, available at www.bethefull stop.com, is part of a major campaign launched today to encourage a million donors and volunteers to take action by showing them how their contributions combine to help end child cruelty.

Visitors to the site, which uses Google Maps technology, will be asked to commit to taking action and will then be directed to information about different activities, such as fundraising and campaigning. Each person's actions will be displayed on their map profile and they will be able to see what action others in their area are taking.

Keith Bradbrook, deputy director of communications at the charity, said: "The idea is to intensify our Full Stop campaign rather than take it in a new direction. People who donate £2 a month or volunteer by answering calls to our helpline might not always see how their actions add up to a bigger picture in the fight to end child cruelty.

"The online map will also allow people to see what's going on in their communities and reassure them that they are not alone."

The Full Stop campaign's ambitious target to end all cruelty to children can make supporters feel their actions are not having an impact, Bradbrook admitted.

"There is definitely an element of that," he said. "It's comparable to a how a supporter of a development charity might feel that their contribution isn't making a noticeable difference to reducing world poverty."

Lorraine Twohill, director of European marketing programmes at Google, said: "The map is an innovative way to visualise people's support and will help build a committed and active NSPCC community online."

The campaign will be supported by two TV adverts showing fundraisers and volunteers forming a human barrier to protect children. In one advert, a mother moves towards her son as if to hit him but is obstructed by a row of people answering calls to ChildLine, which is now part of the NSPCC.

FACT FILE

- www.bethefullstop.com will publish the first online map of people committed to ending child cruelty

- During Full Stop week, from 2 to 6 October, events will be held around the country aimed at encouraging people to 'get on the map'

- The map uses Google technology and the site has been built by marketing agency DNA.

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