Press Release

25 September 2006

Football icon and celebrity dad Alan Shearer today becomes an ambassador for the NSPCC in what he describes as 'the kick-off to one of my most important roles yet'.

Alan's goal is to help get everyone to join the NSPCC FULL STOP Campaign to end child cruelty. He says: "I believe that if everyone did something to end child cruelty, sooner or later, no child would have to suffer abuse ever again."

Alan's first task as ambassador is to get people behind Be the FULL STOP - the NSPCC's new drive to end child cruelty.

Alan says: "This fantastic initiative allows everyone to take some action to end cruelty to children, such as donating, volunteering or campaigning for change. There is an online map - www.bethefullstop.com - which changes all the time as more and more people take action. You can see how your efforts link up with what everyone else is doing for children."

Alan continues: "As a father, the NSPCC is close to my heart and it horrifies me to think of the many thousands of children are still being abused out there. There is nothing more important than stopping this. Your action counts. You can Be the FULL STOP."

NSPCC Director Mary Marsh, says: "Alan has shown great commitment and enthusiasm to our mission to end child cruelty. This year's FULL STOP Week marks the start of a new phase in the fight against child abuse. We are especially excited that Alan is taking on the mantle of NSPCC ambassador at this time."

Alan joins pop stars Kylie Minogue and Peter Andre, fellow sporting hero Jonny Wilkinson and Oscar winner Catherine Zeta Jones as an NSPCC ambassador. He has been an NSPCC supporter for more than eight years.

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Photography of Alan Shearer is available from the NSPCC media office

For more information please contact Bronwyn Friedlander on 0207 825 2739 or email BFriedlander@NSPCC.org.uk

Notes to editors:

Be the FULL STOP:
Be the FULL STOP is the NSPCC's biggest-ever call to action. It kicks off during the NSPCC annual FULL STOP Week, 2-8 October.

Over the next 12 months we want more than one million people to act on their belief that child cruelty can be ended and do something to help make it stop.

They will be posted on the first ever UK-wide map of actions to end cruelty to children at www.bethefullstop.com. The map shows how the actions of individual fundraisers, donors, campaigners, volunteers are beginning to link up across the country to create an unstoppable force against child cruelty.

Alan's support of the NSPCC:
Alan Shearer appeared in the national TV adverts that launched the FULL STOP campaign in March 1999. He is an active fundraiser, raising thousands of pounds for the NSPCC. For example, he is a loyal supporter of the NSPCC Golf Days in the North East. In 2004 he was inducted into the NSPCC Hall of Fame, which honours celebrities from the worlds of entertainment and sport for their outstanding contribution to the FULL STOP campaign. Most recently, the NSPCC is one of the charities benefiting from Alan's testimonial year fundraising activities.

The NSPCC ambassador programme:
Ambassador roles are offered to people who share the NSPCC's mission to end cruelty to children. They are committed individuals who hope to use their public profile over the long term to help promote the messages of the NSPCC.

Our purpose
The NSPCC's purpose is to end cruelty to children. Our vision is of a society where all children are loved, valued and able to fulfil their potential. We seek to achieve cultural, social and political change - influencing legislation, policy, practice, attitudes and behaviours for the benefit of children and young people.