NSPCC is to target an advertising campaign directly at children and young people for the first time, in the second phase of its Full Stop strategy.
'Someone to turn to' aims to inform children and young people about where to go for help if they are suffering from problems such as bullying, family break-up, abuse or depression.
The campaign, involving TV, radio and press adverts, will be launched in January and will run until April. It will also stress that all adults are responsible for protecting children and young people from harm.
In the lead-up to the campaign, NSPCC is sending copies of its pocket-sized guide Worried? Need to talk? to all secondary schools in England, Wales and Northern Ireland.
There will also be a website at worriedneed2talk.org.uk and a teachers guide.
The charity is planning a national conference in February to coincide with the campaign.