The NSPCC wants to prevent harm to children, which is why we campaign for changes in attitudes and behaviour, as well as providing innovative and effective services. Our latest campaign sets out to improve the way we treat babies and toddlers.
The key to protecting babies and toddlers must be supporting parents. We want parents to be able to cope with stress and anger; we want greater understanding of baby and toddler behaviour; and we want parents to embrace positive discipline and reject punishment.
Our new campaign advertisements say 'Don't cross that line'. Even the most loving parent can snap and lash out. And, yes, persistent crying or demands can test anyone's patience, but protecting babies and toddlers from harm must come first.
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