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Hit means lost it, 2005

On 22 February 2005 the NSPCC launched a new public education initiative called Hit Means Lost it.

It aimed to support parents of babies and toddlers to keep in control when the stresses of parenting become too much, so they do not lash out and hit their children.

Parenting is a rich and rewarding experience, but it can also be extremely hard work. A parent can sometimes snap under pressure. Though anger is a natural human emotion, it can be difficult to control. It can also be very hard to recognise when that anger is getting out of hand. In the heat of the moment, a parent may end up hitting their baby or toddler. This can be very dangerous.

Through this initiative, the NSPCC aimed to support parents to better understand their anger so they take control of it before it controls them. It offered parents practical advice on how to avoid losing it as a result of mounting stress and tips on how to calm down when they’ve lost their temper.

Above all, it helped parents protect their babies and toddlers by finding safer and more effective alternatives to hitting. It promoted positive discipline as an alternative to hitting.

A booklet - Keeping Your Cool - was created to provide advice to parents on managing their anger, in addition of the NSPCC's parenting and family support projects across the country, as well as the 24-hour NSPCC Child Protection Helpline, (freephone 0808 800 5000,) which provides advice to parents who might be worried about their own behaviour.

Campaign highlights included:

New survey results which highlighted parents’ views on parenting and hitting out.
50,000 NSPCC Partners in Campaigning – members of the public – were mobilised to raise local awareness of sources of support for parents.
A major programme of TV and radio advertising, demonstrating the dangers of anger.

The initiative was also asking parents and others to support the NSPCC’s work. Hit Means Lost it was part of the NSPCC’s on-going work to help parents protect their babies and toddlers. It was also part of the NSPCC’s FULL STOP campaign to end cruelty to children.