The ad, by Saatchi & Saatchi, is the latest phase in the charity's Full
Stop campaign, and ends with the NSPCC's 24-hour Child Protection
Helpline number, 0808 800 5000. It can only be shown after the 9pm
watershed.
At the time of writing, the ITC had received 108 complaints since the ad broke at the beginning of March. Complainants said they found the ad upsetting and disturbing and particularly objected to the canned laughter.
The charity said it did not intend to cause distress, but the truth is that child cruelty does take place.
Director of communications John Grounds said: "We believe we have struck the right balance with this campaign, and our evidence is that it is already working. Calls from members of the public to our helpline have more than doubled. Among these are calls from individuals who have witnessed abuse in the recent past, not known what to do, and consequently done nothing."
.jpg)
.jpg)