"Awareness of child abuse is now at an all-time high. But we have found that while people are deeply concerned about it, they often don't know what they can do to stop it, claims John Grounds, director of communications at NSPCC.

The second phase of the NSPCC's Full Stop campaign was launched at the beginning of March to build on an initial awareness programme run by the charity at the beginning of the year. TV ads will run through March on terrestrial, cable and satellite channels, supported by billboards across 13,000 sites in England, Wales and Northern Ireland. The charity has also recruited 125,000 supporters to distribute flyers and posters throughout the month.

The ads use "Tom and Jerry

imagery to show a cartoon child "bouncing back

from attacks by his father. At the end of the ad, the cartoon character becomes a real child lying on the floor. The strapline is: "Real children don't bounce back.

Viewers are urged to call the NSPCC National Child Protection Helpline if they think a child is being abused.

"The message of this stage in the Full Stop Campaign is that every action counts. We want people to take action when they fear a child is being abused. We are giving advice and guidance on how to recognise the warning signs of child abuse and what people can do,

said Grounds.

"TV has proven to be a highly effective means of getting these mass communication messages across to the public."

The campaign is supported by Microsoft and is backed up by a wealth of other materials, including posters and information booklets for the public and for professionals.


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