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September 2003Vol. 4, No. 7National PSA Campaign Urges Adults to Report Child Abuse

A new national PSA campaign, developed by the Advertising Council in partnership with Childhelp USA®, encourages adults to intervene in cases where they suspect child abuse. The television, radio, print, out-of-home (e.g., bus shelter), and Internet PSAs are available free to media members through the Ad Council website at Professionals and concerned citizens can assist in the campaign by contacting public service directors at local television, radio, and print media to emphasize the importance of child abuse intervention and to request that the ads be used. Organizations wishing to place PSA banners on their websites will find instructions online at

"Frequently, adults recognize the signs of abuse but are unsure about whether to get involved, or even what they can do to help a child," noted Ad Council president & CEO, Peggy Conlon. "I am confident [this campaign] will motivate bystanders to take action."

Ads feature people wearing "child abuser" labels on their coats, bags, or T-shirts to demonstrate that perpetrators are not always easy to recognize. The tagline, "Trust Your Instincts," conveys to audiences that suspecting abuse is reason enough to seek help. The campaign was created pro bono by the ad agency Ogilvy & Mather.

PSAs direct audiences to call the anonymous and confidential Childhelp USA National Child Abuse Hotline, 1-800-4-A-CHILD®, or visit to receive support and information. Childhelp USA is one of the oldest and largest national nonprofits dedicated to the prevention and treatment of child abuse. Its hotline is staffed 24 hours a day with degreed professional counselors.

For more information about the campaign, visit the Ad Council website ( or contact Rebecca Heller, Director of Communications for Childhelp USA, at (480) 922-8212 x131 or