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The NSPCC has released an online film that encourages parents to talk to their children about their private parts. In the ad, by Inferno, children discuss the nicknames they give to their genitals, such as "todger" and "winkle". The film then asks parents to teach their children "the underwear rule" – that they should not touch or be touched in areas normally covered by underwear – as a means of protecting them against abuse. The ad will be supported by a radio execution. The work was written by Simon Cenamor, art directed by Ray Chan and directed by Joanna Bailey at Bare Films.