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Our mission is to end child abuse FULL STOP. All of our child abuse adverts are made to raise awareness of the problem of child cruelty and abuse.
Letting the public know what is happening is a large part of our work and NSPCC adverts are one of the most effective ways to end cruelty to children.
Some adverts contain shocking images and were only shown after the 9pm watershed.
"As an organisation who's 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."
To access video or audio clips online you will need Windows Media Player.
Without ChildLine, who would children be able to turn to? There4them tells you more about our work and why we need your support now.
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Be the FULL STOP is a major new drive in the NSPCC's FULL STOP campaign to end cruelty to children. Over the next 12 months, the charity is urging at least 1.4 million people to do something to stop child cruelty - one person for every unloved child.
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Don't hide it is the NSPCC's biggest push so far to get children who are experiencing sexual abuse to speak out about what's happening.
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If you're worried about a child, talk to someone. You could help stop abuse.
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View the NSPCC's celebrity advert launched during the first ever FULL STOP week.
Celebrities including Rio Ferdinand and Jonny Wilkinson encourage people to show their support for the NSPCC by wearing the green badge.
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Hit means lost it highlighted the effect of anger and stress on a parent's behaviour towards their children.
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"Ventriloquist"
This public education TV advert underlines the isolation felt by many abused children. Even surrounded by friends and family, they feel they are completely alone.
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This fundraising advert focuses on how, by donating to the NSPCC, you can help make a difference to the thousands of children who are facing cruelty and abuse.
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"Celebrities"
Our first advert featured a range of silent celebrities, drawing attention to the fact that many abused young people never talk about it.
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"Bullying"
Our second advert features a victim of serious bullying. Every time she attempts to speak, the voices of the bullies stop. This advert showed young people that speaking out can stop this type of abuse.
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"Neglect"
The third advert in this campaign showed a boy being neglected by his mother. Similar to the bullying advert, every time the boy starts to speak, the abusive comments from his mother stop.
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All of these adverts were shown during popular youth TV shows, such as Hollyoaks and CD:UK.
"Demands"
As part of the Support Parents to Protect Children campaign, the NSPCC ran a five-week campaign, in February 2003, with this TV advert. A drill sergeant barking instructions at a mother showed how difficult it can be to manage a toddler's needs, and to let parents know there is support for them during stressful times.
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"Decibels"
A second hard-hitting advert was run in February-March 2003. The advert used a pneumatic drill to demonstrate how stressful it can be for parents when their baby cries persistently. It also carried the message that there is support out there for them when they need it.
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"Cartoon Boy"
Launched in March 2002, to coincide with our campaign to protect babies and toddlers, the advert showed an animated child "bouncing back" from several attacks by his father. After the final act of abuse the character becomes a real child lying motionless on the floor. The aim was to encourage people to take action if they thought a child was suffering abuse.
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Hermione Norris video message about the Child Abuse Deaths
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"Pencil"
This advert was the first in a series that ran for three weeks from Children's Day (May 3 2000). The 30-second adverts were part of the Protect Babies and Toddlers 2000 campaign. They used a pencil to show parents how easy it is to seriously hurt babies with a momentary lapse of patience.
"Rattle"
The second advert used a baby's rattle to highlight the stresses parents can be under. As part of the 2000 campaign to protect babies and toddlers, the ads aimed to direct parents to seek advice and support before "crossing the line" and hurting their children.
"Breathe Deeply"
The third in a series of four ads running to highlight the need to protect babies and toddlers in 2000 featured a mother trying to compose herself after getting increasingly stressed looking after her baby.
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"Seconds Out"
The final ad to support the 2000 Protecting Babies and Toddlers campaign showed a father looking despairingly into the corner after his baby has made a mess.
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"Open your eyes"
March 1999 saw the launch of the FULL STOP Campaign and with it a series of hard-hitting adverts featuring Alan Shearer, the Spice Girls, Action Man and Rupert Bear. The ads showed the figures covering their eyes, representing a nation that cannot face the shocking reality of abuse. The adverts were shown over a three-week period and aimed to engage the whole country in the NSPCC's aim to end cruelty to children. FULL STOP.
Our new Don't hide it initiative encourages young people to speak out about child abuse.
Listen to "Fists"
Listen to "Kick"
Listen to "Ugly Pig"
Our Don't hide it campaign tells children and young people who are experiencing sexual abuse that speaking out about what is happening can help make it stop. FULL STOP.
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Listen to "Confused"
Listen to "Scared"
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Hit means lost it highlighted the effect of anger and stress on a parent's behaviour towards their children.
"Zoo" and "Two mummies"
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The four radio adverts all feature scenarios of young people who have been abused and haven't known where to turn.
They ran during shows like the Chart Show.
Listen to Darren
Listen to Jason
Listen to Joanna
Listen to Laura
Copyright © 2006 NSPCC - All rights reserved. National Society for the Prevention of Cruelty to Children, Weston House, 42
Curtain Road, London EC2A 3NH. Incorporated by Royal Charter. Registered charity number 216401. NSPCC, charity registered in Scotland, charity number SC037717.