NSPCC: The Underwear Rule

This new campaign from Inferno London and directed by Bare Films' Joanna Bailey is a fun and sweet spot that has an important message at its heart. It comes as a new online YouGov poll shows half the parents of 5-17-year-olds who took part in the survey have never spoken to their sons or daughters about the issue.  

And of those who have more than two in five (43 per cent) said it was a difficult conversation. Just over one in ten (11 per cent) UK adults surveyed said primary school children faced the biggest risk of sexual abuse from someone they don’t know with half (51 per cent) listing ‘stranger danger’ an area of concern for children of this age. However, previous NSPCC research has shown that in at least 90 per cent of cases the offender was known to the child.