Brief Description: The objective was to change the public attitude towards child cruelty. Rather than people distancing themselves from the problem the NSPCC wanted to make it a joint responsibility - the public had to 'own' the problem and work with the NSPCC. A TV campaign, with poster support married icons of chilhood (Action Man, Rupert Bear) with sounds of child abuse. Results: 33% increase in awareness of the issue, 600,000 signed the FULL STOP pledge, 300% increase in calls to the Helpline, a dramatic upturn in donations. The campaign was featured in a large number of TV programmes, radio shows, articles, indicating wider public debate. Positive effects on morale of NSPCC staff. The green FULL STOP badge was a success, also seen on several high profile celebrities---(TAGS)---Full Title: NSPCC - NSPCC 'FULL STOP' campaign: Together we will end cruelty to children ; Number: 2000/ 17 ; Brand: NSPCC ; Client: NSPCC ; Product Category: Charities (All Charities) ; Agency: Saatch & Saatchi ; Author: Jane Almey ; Prize Winners: 4 Star (Adworks ref: Advertising Works 11)