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
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