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The Talk 'til it stops campaign, which ran from September to mid-December 2005, wanted the public to have the courage to talk to someone if they suspect or know child abuse is happening.
Talk about your concernsHow to overcome the barriers of talking about abuse.
A poll carried out recently before the campaign showed that a quarter of a million adults in the UK have suspected that child abuse is happening but have done nothing about it.
Main reasons for not taking action:
NSPCC director Mary Marsh said at the launch of "Talk 'til it stops": "In the next ten years...it is likely that each of us will either know a child we suspect is facing abuse, or know someone who does.
"Most people will talk to someone if they have concerns about a child, but they need more help in knowing how best to do this. They want to know how to recognise the signs of abuse, what the options are for helping a child and what could happen if they take further action.
"Others will do nothing because they don't want to get involved, fear for their safety, or have other reasons for not taking action. They need extra help and encouragement to give them the confidence to talk to others."
Talk 'til it stops uses the willingness of most people to do something to protect children and encourage those who do nothing to take the first step by talking to someone they trust."
The campaign, running alongside FULL STOP Week, reached the vast majority of the UK using communications ranging from national TV adverts to a door drop mailing which went to 23 million homes. Rather than being just an ask for money, the letter included a survey.
You can watch the new TV advert on this website.
The survey was the largest ever conducted on attitudes towards child abuse. It was designed to educate people on things they may not know and also find out their attitudes towards abuse.
Research of this scale helped the NSPCC understand the public's thoughts on abuse. With this greater understanding, we can continue to help end cruelty to children. FULL STOP.
In total 279,780 surveys were returned with many done online. Research shows 44% of 16-64 year olds remembered the 'speech bubble' TV advert, for example, as reported in Marketing magazine 26 October 2005.
A fuller briefing on talking about child abuse is available from the media office.
Watch the broadband video news release .
Watch the Lo band video news release .
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.