The NSPCC is launching a new advertising campaign to encourage people to take action against child cruelty.
The campaign, which has been created by Saatchi & Saatchi and features TV, press, poster and online activity, is part of the Be the Full Stop drive from the charity.
The first TV spot shows a mother washing up in a caravan on holiday. She hears a thud on the side of the caravan and sees her son kicking a football against it. As she becomes increasingly angry, she leaves the caravan and moves towards the boy, but is obstructed by a row of people answering calls to Childline.
In a second execution, a father is seen checking his wife is asleep before entering her daughter’s bedroom. But he is prevented from reaching her by a group of runners raising money to help end cruelty to children.