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Friday, July 23, 1999 Published at 00:50 GMT 01:50 UK


Stars head child cruelty video

All Saints feature in the NSPCC video

Madonna, All Saints and Naomi Campbell are appearing in a campaign to end violence against children.

They are among 18 celebrities, including Prince Naseem, Robert Carlyle, Ewan McGregor and 007 Pierce Brosnan, who will be taking part in a video and badge campaign for the National Society for the Prevention of Cruelty to Children.

Launched on Friday, it is part of the organisation's year-long Full Stop Campaign.

The badges will be available for £1 at various outlets including Barclays Bank, Sainsbury's and Savacentres, Virgin stores and the Co-op.

The Full-Stop campaign, headed by the Duke of York, began in March and is said to be the biggest fundraising appeal by a charity in the UK.

It aims to wipe out all cruelty to children in the UK within 20 years.

The campaign has already attracted mass celebrity backing.

At its launch, the Duke of York was joined by Tony Blair, Cilla Black, schoolgirl soprano Charlotte Church and Andrew Lloyd Webber.

Other famous supporters include Zoe Ball, Boyzone, Vinnie Jones, Gary Lineker, Sir Cliff Richard and Baroness Thatcher.


The campaign began with a series of hard-hitting TV advertisements, featuring the Spice Girls and England football captain Alan Shearer.

[ image: Madonna backs the NSPCC campaign]
Madonna backs the NSPCC campaign
An NSPCC pledge form has been delivered to all 23 million households in England, Wales and Northern Ireland in one of the biggest 'door-drops' ever.

The charity hopes that more than one million people will sign the pledge within a year.

The NSPCC hopes the campaign can help raise £250m over the next five years.

The money will pay for a range of new services, enabling the NSPCC to help 100,000 children a year - five times more than it currently reaches.

The charity has divided its drive into five themes:

  • Protecting the child
  • The child in the family
  • The child in the school
  • The child in the community
  • The child in society

Within these areas, it plans specific projects including:

  • More schools counselling teams
  • More regional units investigating organised abuse
  • Public campaigns on key child protection issues
  • Doubling the £1m a year spent on its child protection helpline, including new services in Welsh and Asian languages
  • A study of the scale and scope of child abuse in the UK
  • Distributing the NSPCC Birth Pack to all parents of new babies from 2000 onwards
  • Encouraging schools to get the issue of protecting children onto the curriculum

One death a week

The NSPCC says statistics show that every week at least one child is killed through abuse or neglect.

The homicide rate for infants is almost five times higher than that faced by the rest of the population.

About 35,000 children are on child protection registers.

There are at least 110,000 adults living in the UK who have been convicted of sex offences against children.

More than a quarter of all rape victims are children.

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