TV adverts to launch £3m Full Stop Week for NSPCC

The NSPCC is boosting its Full Stop campaign with the launch of a £3m Full Stop Week.

The week, which will run from 3-10 October, marks a new phase in the Full Stop campaign and should become a permanent feature in the children's charity's yearly calendar.

The week will involve the NSPCC's largest ever call to action, an initiative called Talk 'til It Stops, which will be launched through a national TV advertising campaign from Monday.

The adverts, designed by production company Smith & Foulkes for Saatchi & Saatchi, use cartoon images and speech bubbles to emphasise the need to talk.

The Full Stop campaign, which aims to end child cruelty, has frequently used cartoons to make child abuse seem even more shocking.

The ads will be broadcast before the 9pm watershed on ITV, Channel 4, GMTV, five, Sky and several other satellite channels, the charity said.

Talk 'til It Stops encourages people to talk to friends and relatives about child abuse. The NSPCC will also be mailing its largest ever child protection survey to households all over the UK, excluding Scotland.

The survey will offer a mixture of advice on how to identify possible cases of child abuse and questions on how people have handled concerns about child cruelty in the past.

Britons working with children and young people on a regular basis but who aren't necessarily trained to deal with child abuse will also receive a free mailing pack containing the NSPCC's distance learning programme produced in conjunction with marketing services group de Brus.

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