Evaluate the techniques of the NSPCC Full Stop Campaign used to raise the awareness of the issue of child abuse in British Society.

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Evaluate the techniques of the NSPCC Full Stop Campaign used to raise the awareness of the issue of child abuse in British Society.

With the increasing number of child abuse cases in the UK it has become imperative that an effective preventative campaign reaches the general public.  At least one child dies every week as a result of an adult's cruelty with more than 30,000 children being on child protection registers and over 600 more being added each week.  The implementation of measures that may effectively influence the behaviour of these members of public that inflict the mistreatment are recognised, therefore as a vital aim of child abuse campaigns.  Television child abuse campaigns are an important tool for reaching this aim; they complement, but do not replace however regular year long activities aimed at improving the lives of children.  Through evaluating the NSPCC FULL STOP Campaign with particular emphasis on the 'Cartoon Child' advert, I aim to evaluate the success in raising awareness of the issue of child abuse in British society.

In 1973 there were a reported 100 child deaths as a result of child abuse and in 2002 there is at least one child death every day making the figure a shocking 365 at the lowest.  This is an increase of over 250 in 29 years.  When thinking of this in the light of children's lives lost through no fault of their own it is an alarming raise in fatality.  The statistics on child abuse in the UK are truly horrifying.  Yet the known facts reveal only a fraction of the problem.  This is because most cases of abuse go unreported, leaving children to suffer the pain and misery of child abuse in silence.  It is important to understand this not with relevence to the statistics but actually to imagining it was your own family or children.

  • Each week at least one child will die as a result of an adult's cruelty.
  • A quarter of all rape victims are children.
  • Most abuse is committed by someone the child knows and trusts.
  • The abuse is often known about or suspected by another adult who could have done something to prevent it.
  • Three-quarters of sexually abused children do not tell anyone at the time.  Around a third are not able to tell anyone about the experience later.
  • Recent NSPCC research involving 2,869 young adults revealed that 1 in 10 of them had suffered serious abuse or neglect during childhood
  • Each week at least 450,000 children are bullied at school.

Education about child abuse along with training and campaigns have been introduced over time to help people understand these dangers.  It is important to understand these figures of child abuse to make people aware of what actually happens in real life in the United Kingdom.  It is due to these very shocking figures produced that the NSPCC brought together their Full Stop campaign.  The sole aim of the campaign is bringing awareness of the cause of child abuse in Britain.  It is this campaign that I am going to analyse in depth and deconstruct in order to answer my question, "Evaluate the techniques

Genre originates the french word meaning 'type' and is very important for the producers of Media products to follow.  In production the genre is like a toolbox which the producer can draw on and allows the prospective audience to predict and choose which products they will enjoy.  The audience recognises the conventions of a particular genre.  The genre that the advertisement I am using fits into the group of campaigns.  Increasingly campaigning groups have turned to advertising techniques to make extremely powerful and dramatic commercials, to encourage people to rethink their attitudes and to support particular causes.

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The NSPCC is one of the largest child protection charities in Britain.  It is also one of the most progressive and successful, its reputation with the public and the media second to none.  With 86% of the NSPCC's income coming from donations, creating and maintaining awareness of what the NSPCC does is vital.  In March 1999 the NSPCC launched the FULL STOP Campaign and related FULL STOP Appeal, to create mass awareness of the problem of child abuse and make the public aware that we all have responsibility to help combat it.  Together the FULL STOP Campaign and Appeal ...

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