The 220,000 campaign, covering Aberdeen, Aberdeenshire and Moray, encourages members of the public to come forward if they suspect that a child might be suffering abuse or neglect.
If successful, the campaign could be rolled out across Scotland to help people spot signs that a child might be abused. This could include a child with an injury who is unwilling to explain how it happened, very young children playing in the park late at night, a neighbour's children left alone while their parents work, or their own child's friend who appears quiet, withdrawn and afraid to go home.
A 24-hour helpline has been set up for people in north-east Scotland to call for information or to report any concerns.
The Scottish Executive is currently in the middle of a three-year child protection reform programme, in response to the child protection audit and review, 'It's everyone's job to make sure I'm all right'. A poll undertaken as part of this review revealed that many people did not know what to do if they had a concern about a child, how to report it and what would happen if they did.
The Scottish Executive will evaluate the campaign over the summer and it could then be introduced nationally.
Chris Booth, chair of the North East Scotland Child Protection Committee (NESCPC), said, 'People shouldn't wait until their suspicions are confirmed, because by then it could be too late. Nor should they be afraid to report concerns, as all are treated in the strictest confidence and carefully considered before any actions are planned.'
For more information visit the NESCPC website at www.nescpc.org.uk. The North East Scotland helpline is 0845 408 9090.
