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The NSPCC is launching the next stage of its ’Full Stop’ campaign

with a series of provocative TV ads to protect babies from physical

violence.

The 30-second ads present four situations with parents on the edge after

dealing with screaming babies. The campaign urges parents to stop

’before you cross that line’. The pounds 1.7m TV activity, through

Saatchi & Saatchi, launches this week backed by an outdoor campaign

across 7500 billboards.

Marian Rose, the NSPCC’s head of marketing, said: ’Parents all

experience stress with young babies. We want them to know they’re not

alone, but also that they must stop and think.’ Feature, page 33.