Babies plea in anti-cruelty campaign

Today marks the start of Parents' Week and the charity is aiming once again to raise awareness of the vulnerability of babies in a bid to reduce the level of injuries and harm inflicted on them.

Adverts screened on television in May showed parents struggling to cope with screaming babies.

The controversial, thought-provoking commercials, part of the 'Protecting Babies from Harm' campaign, have been shown in a survey to have reached nine out of 10 people in the borough.

More than eight of 10 parents of pre-school children said the campaign made them more aware of how easily babies can be hurt.

A survey on behalf of the NSPCC also revealed the hidden turmoil experienced by many mothers and fathers of babies.

A staggering 61pc of mothers and fathers said the adverts showing parents reaching breaking point reflected parents' feelings well.

NSPCC director Mary Marsh said: "The advertising campaign has helped millions of people realise how difficult it is to look after a baby and how easy it is to hurt them.

"It has encouraged parents to stop and think before shaking, smacking or hitting a baby and to seek help before they cross that line."

A least one baby a fortnight is killed in Britain following abuse and neglect, the vast majority at the hands of parents.

Babies are four times more likely to be homicide victims than the rest of the population and two and a half times more likely to suffer abuse than other children.

Mrs Marsh added: "Preventing violence towards babies is a first vital step in ending cruelty to children. The importance of campaigns like this cannot be overestimated."

The NSPCC is distributing advice leaflets and booklets in the Bolton area to help parents prepare for the birth of their baby.

The charity also provides direct support for hundreds of children and their families in the borough each year through a network of local NSPCC family support and child protection projects.