A HARD-hitting campaign to protect youngsters against abuse will target the heart of the Worcestershire community.

The National Society for the Prevention of Cruelty to Children is following up its shocking television advert with a poster blitz.

The commercial, which shows a cartoon child bouncing back from physical abuse until he turns into a real child lying on the floor, doubled the number of calls to the charity within a week of being screened.

NSPCC divisional communication manager Rebecca Lewins hoped the poster campaign - which declares Cruelty to children must stop. Full Stop - will have the same effect.

"We had a very positive response from the advert which people recognised should be hard-hitting to get the message across," she said.

"The aim of the poster is to inform people who they should contact if they fear a child they know is being abused.

"It's really an awareness campaign as many people who ring us don't know what to do if they want to report a case of child cruelty.

"We'll be placing the posters in the heart of the community, from village halls and corner shops to doctors surgeries and cinemas."

NSPCC supporter Paul Margetts, of Froxmere Fields, is urging people in Worcester to support the campaign.

"I'd like to ask people to give their back to this important campaign by getting hold of some posters and putting them up where other local people can see them," he said.

"Together, step by step, we can end cruelty to children."

Despite such a positive response from the campaign, the charity is mourning the loss of its two patrons, the Queen Mother and Princess Margaret.

"We received active support from Princess Margaret, who regularly visited us, and she'll be greatly missed," said Ms Lewins.

If you would like to order some posters, call the NSPCC on 0800 068 8844. To report a case of cruelty, ring the free NSPCC hotline on 0800 800 5000.