The updated law allows parents to smack their children mildly, although it bans any form of physical punishment that leaves a mark. It was introduced despite lobbying by the NSPCC for an outright ban on smacking.
The campaign, created by Saatchi & Saatchi, focuses on the damaging effects of hitting children. It carries the strapline "Hit means lost it" and targets parents of children under four years.
The activity marks a radical departure from the NSPCC's "Full stop" campaign, which the charity has used in the past to raise awareness of child abuse.
The ad opens with people hitting objects such as car horns, computer keyboards and lift buttons -- scenes with which viewers can empathise -- before exploring the damaging consequences of unleashing such feelings of anger on children.
Each scene is shorter and more furious than the next to show how easy it is for parents to overstep the mark when a frustrating situation occurs. The purpose is to make them think twice before hitting children.
The first ad airs today Tuesday and the campaign will run until March 14.
A booklet entitled 'Keeping your cool' will be distributed free to interested parents through a PR campaign that will involve magazines and newspapers.
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