NSPCC FULL STOP: Together we will end cruelty to children

The objective was to change the public attitude towards child cruelty. Rather than people distancing themselves from the problem the NSPCC wanted to make it a joint responsibility - the public had to 'own' the problem and work with the NSPCC. A TV campaign, with poster support married icons of chilhood (Action Man, Rupert Bear) with sounds of child abuse. Results: 33% increase in awareness of the issue, 600,000 signed the FULL STOP pledge, 300% increase in calls to the Helpline, a dramatic upturn in donations. The campaign was featured in a large number of TV programmes, radio shows, articles, indicating wider public debate. Positive effects on morale of NSPCC staff. The green FULL STOP badge was a success, also seen on several high profile celebrities