I am writing in response to “Charity ads fail to lift awareness” (MW August 14) where “an NSPCC campaign’s provoking images of the murder of Jamie Bulger” was refer-red to.
The NSPCC never has and never would exploit images of children from real child abuse cases, such as the Bulger case.
In fact, we go to considerable lengths, including extensive research among the public, to avoid distress by ensuring there is no resemb lance to tragic cases involving real children.
The advertising was carefully researched and was highly effective in raising awareness of adult physical abuse of children, as part of our Children’s Day “Protect Children From Violence” campaign.
We are very pleased with the impact of the advertising and the awareness it helped to raise of a serious child protection issue.
Head of marketing communications