By Irma Heger BOLTON people are being asked to support the NSPCC's hard-hitting Full Stop campaign, currently being advertised with TV commercials designed to shock.

The nightmarish adverts depict harrowing scenes involving youngsters while Alan Shearer (left) and the Spice Girls cover their eyes - representing a nation which cannot face the reality of child abuse.

The Saatchi and Saatchi inspired campaign is part of the "largest ever charitable appeal in Great Britain". It aims to stamp out child abuse and raise a staggering £5m in the North West alone.

The television slots and similar harrowing pictures in newspapers and posters are designed to open everyone's eyes to child abuse and show that most cruelty occurs at home.

Campaign chairman The Duke of York has signed the Pledge to End Cruelty to Children. And Bolton people are asked to put their signature next to Prince Andrew's at the Shipgates Shopping Centre this weekend.

There is also the opportunity to sign up to the Pledge using the Pledge Form which has been delivered to 23 million households in the country.

The NSPCC campaign - which carries the slogan "Cruely to children must stop. FULL STOP" -rests on the belief that protecting children from cruelty is everyone's business.

The Report of the National Commission of Inquiry into the Prevention of Child Abuse, published three years ago, found that most child cruelty can be prevented - providing the will exists to do so.

"Knowing that child abuse can be prevented challenges us to change the future," said Jim Harding, the NSPCC's Chief Executive.

"There is no doubt this should become the social cause of the millennium.

"A campaign of this magnitude offers the prospect of a different sort of society for us all, not just for those children whom we help and protect."

Mr Harding added: "Many people who suspect child abuse simply do not know what to do or how to help.

"There are many things people can do. Be vigilant about the possibility of child abuse.

"Where a family is under pressure, offer to lend a hand.

"Allowing a parent to let off steam by talking may be all that is necessary.

"If you are really concerned about a child, don't hesitate to contact the social services, police or call our professional counsellors on the NSPCC's 24-hour helpline, 0800 800500."

Every year around 80,000 calls are answered by the helpline.

The majority are from members of the public concerned about the welfare of a child.

A recent survey included details of:

A "THIN" looking 10-year-old who was regularly seen by a neighbour foraging through dustbins looking for food.

TWO youngsters forced to sleep with their estranged father and wash him in the bath.

A CHILD being held against the hot exhaust pipe of a car as a punishment.

THREE children regularly left in the care of a known paedophile while their mother went out drinking.

Clinical Psychologist Oliver James said: "Cruelty to children is by far the greatest cause of adult illness, addictions and violence. "What could be more important than the NSPCC campaign to end it?"

The Facts About Child Cruelty

Every week at least one child is killed through abuse or neglect.

Children most at risk of being killed are less than 12 months old - the homicide rate for infants is almost five times higher than faced by the rest of the population.

At any one time, there are more than 35,000 children on child protection registers. They are deemed to be suffering from, or likely to suffer, significant harm.

Each week 600 children are added to child protection registers.

At least 110,000 adults living in this country have been convicted of sex offences against children.

26 per cent of all rape victims are children.

The NSPCC Child Protection Helpline deals with over 70,000 calls a year.

The Helpline operates 24 hours a day, 365 days a year, is staffed by 30 trained social work counsellors and costs £3,700 a day to run.

The UK spends around £2bn a year dealing with the effects of child abuse.

For more information about the NSPCC's Full Stop Campaign, phone 0845 6000266

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