Barnardo's is poised to provoke public outcry with a national press advertisement by showing a small boy who appears to have been shot dead by police marksmen.
The ad, which breaks this weekend, is the latest in a hard-hitting series.
In the work, produced by Bartle Bogle Hegarty, the boy lies dead outside a building society, a sawn-off shotgun at his side, after a bungled raid.
The scene aims to reinforce what Barnardo's says is the need for early work with vulnerable children and their families to stop young people being drawn into crime.
An earlier Barnardo's ad that showed a child about to kill himself by stepping off a building was named best charity advertisement at this year's Campaign Press Awards.