NSPCC 'the $#*! that kids say' by Inferno

The NSPCC has launched an online campaign by Inferno that urges the public not to ignore niggling doubts about a child's safety.

According to the NSPCC, a record number of almost 45,000 people across the UK contacted the organisation in 2011 because they were worried about a child. Around half of these cases were so serious, they warranted immediate action.

A new report from the charity’s helpline service found that 56 per cent of these serious calls were from people who had been concerned about a child for at least a month.

The film is appearing on YouTube, the Netmums website and Facebook.