NSPCC. Cruelty to children must stop. FULL STOP

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Our campaigns

Raising awareness that child abuse is a major social problem that must be tackled together

This is a key part of our work and one of the most effective ways to end cruelty to children.

The FULL STOP Campaign

On March 1999, we launched a charity campaign of unprecedented ambition. The FULL STOP Campaign had, and still has, a single mission - to end cruelty to children .

The Campaign has evolved since 1999, but our long-term strategy set out four objectives to make all this possible:

  • To raise awareness of cruelty to children, and change attitudes and behaviours.

  • To safeguard children and develop professional practice.

  • To develop services for children and their families.

  • To change law and social policy

Be the FULL STOP campaign, will launch on 15 October 2007 and call on people to take action by doing one of the 19 deeds to end cruelty to children. From putting yourself on the FULL STOP map to making the internet safer for children and recognising the signs of abuse, you are  just one click away from helping us end child cruelty.

As part of the on-going FULL STOP Campaign, we’ve run a number of initiatives to help us fulfil our objectives, raise awareness of cruelty to children, and changing attitudes and behaviours. The campaigns are listed below from the most recent:

Be the FULL STOP, 2007
Don't hide it, 2007 - Reaching children and young people
Don't hide it, 2007 - Adult audience
Be the FULL STOP, 2006
Don't hide it, 2006
Talk 'til it stops, 2005
FULL STOP Week, 2005
Hit means lost it, 2005
Someone to turn to, 2004
Protecting babies and toddlers, 2002

You can view TV and radio ads from our campaigns or view the artwork for print advertising .

"As an organisation whose purpose is to protect children, the NSPCC considers the safety and well being of children is paramount at all times.  The NSPCC wishes to make it clear that in the making of our advertising, children are never caused distress or upset.  All children that take part in NSPCC films are looked after by a parent or guardian, a member of NSPCC staff and a nurse to ensure that they are not harmed in any way."