The NSPCC has produced its first advert for Asian television to coincide with the fifth anniversary of its Asian-language helpline.
The ad, which is in Hindi and Bengali, will be shown on 10 channels, including Zee TV and the Islam Channel, throughout November.
"We did research when we launched our Asian helpline in 2001 and it showed that recognition of the NSPCC was low within the community," said Tessa Herbert, marketing communications manager for the NSPCC. "We still get a lot of calls from Asian people, and we want to raise awareness of the service, which can take calls in Bengali, Gujarati, Hindi, Punjabi and Urdu.
"We were advised that TV is one of the most effective ways to target this audience, especially first-generation Asian people, who may not use other media outlets."
The helpline has taken nearly 9,000 calls since its launch.