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The NSPCC has launched a new campaign urging the public to act on doubts about child safety, as new figures show most people wait at least a month before picking up the phone.

In the last six months, 374 people from Scotland contacted the NSPCC with concerns about a child that were considered so serious they warranted immediate action. Of those, over one third had waited at least a month with an additional 26 per cent waiting more than six.

The figures come as a new viral campaign, made by Skins and Billy Elliot director Amanda Boyle, is launched in partnership with parents’ website Netmums.

The campaign, entitled ‘Don’t wait until you’re certain’ mimics a well-known online series but carries a serious message and has already received over 25,000 YouTube hits in its first 72hours online.

The campaign film was inspired by the popular ‘Sh*t Girls Say’ series, which parodies the things girls stereotypically say. The NSPCC clip uses the idea to dramatic effect drawing attention to ‘The $#*! Kids Say’, slang for the familiar ‘kids say the funniest things’.

A campaign will be launched during the Students Association elections at the end of March for the main library building on George Square to be open 24 hours a day.

The Student Council has already managed to extend the opening hours to 2:30am, and have previously argued for a 24-hour policy. Members of EUSA will now add their voice to the campaign, which is also keen to see other areas of the University, such as the Chrystal Macmillan building, extend their opening hours.