Mobilise all adults to take action to help end cruelty to children. In order to do this we need to change attitudes towards taking action first, so that adults see how their contribution can make a difference. Then we need to empower adults to take action.

Increase in the amount of people who agree that NSPCC provides them with the help and support they need to make a difference to 60% (55% in June 07)Consideration of support for NSPCC increased from 46 to 49%. Amongst parents it increased to an all time high of 42% (35% in June 07)Increase in no. of adults would know what to do if they were worried about the safety of a child - 81% (77% in June 07)Decrease in no. of adults who claimed they did nothing when they were worried about a child - 8% from 22% in June 07. Increase in no. of adults who took action when they were worried about a child - 78% (60% in June 07).

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