The NSPCC has launched a new drive to stop child killings, backed by ads in the national press. The campaign calls for child protection reforms to help cut child killings by half over 10 years. The black-and-white advertisements aim to reflect the fact that a child is more likely to be murdered in the home than on the street and show empty parts of a house, each of which could be a murder scene. The domestic areas are street-named 'The Hallway', 'The Stairs' and 'The Bedroom'. A Mori poll commissioned by the charity shows that most people believe children are most likely to be killed by someone outside the family, and only one in nine realise that it is parents who most often kill children. The initiative is the next stage of the NSPCC Full Stop Campaign to end cruelty to children.

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