The NSPCC aims to 'end cruelty to children in the UK', but the hard truth is that despite the £500 million spent on the Full Stop campaign, child abuse levels have not dropped.
We decided to change the game. The NSPCC's comms focus on the consequences of child abuse, and shocking people. Let's make the charity more of a positive force, that helps stop child abuse BEFORE it happens. Education rather than shock tactics. Prevention rather than cure. 'Stopping child cruelty starts with you.'