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Saatchi & Saatchi has created a powerful advertising campaign for the NSPCC to encourage people to act on child cruelty and to understand that every action counts. In "marathon" a father checks that his wife is asleep in bed before entering his daughter's bedroom. He is prevented from reaching his daughter lying in bed by a group of runners raising money to help end cruelty to children. "Caravan" follows a mother who is stopped from moving menacingly towards her son by a row of people answering calls to ChildLine. The campaign forms part of the "Be the Full Stop" -- a new drive in the NSPCC 'Full Stop' campaign.