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’.