Public has a 'responsibility to check' concerns over abuse
John Cameron, head of the NSPCC adult helpline told ITV Daybreak that the "public has a responsibility to check out any concerns they have."
He said the campaign aims to encourage appropriate behaviour when reporting abuse, and not to cause disruption.
The NSPCC's free 24 hour helpline is staffed by experienced child protection counsellors and can be contacted in confidence on 0808 800 5000, texting 88858, (or 07786 200001 in Channel Islands or Isle of Man) or emailing email@example.com
Half of people who contact NSPCC wait over a month
A six week TV ad campaign is being launched, following a poll conducted last week by the NSPCC and YouGov, which found:
One in five would report concerns as soon as they arose
It found the main barriers to reporting child abuse would be fear of being wrong, fear of making it worse for the child, fear of splitting up the child's family and fear of repercussions of the accused
Half of people who contact the NSPCC's helpline have waited over a month to get in touch