The Asian Helpline on 0800 096 7719 is run by children’s charity the NSPCC and has taken nearly nine thousand calls since it launched five years ago. The Helpline counsellors are from the Asian community and can take calls in Bengali, Gujarati, Hindi, Punjabi and Urdu, as well as English.
NSPCC Asian Helpline Manager, Saleha Islam said: “Sadly child abuse happens throughout society and the Asian community is not immune.
“Asian children are no more at risk of abuse than other children. However, some members of the Asian community experience difficulties seeking professional child protection support outside the community.
“Our counsellors can help callers overcome any cultural or language barriers so they can get the advice and support they need to keep children safe.”
The Asian Helpline counsellors are trained to deal with calls about physical, sexual and emotional abuse and neglect of children. They can also advise on other issues that impact on a child’s welfare and protection such as family problems, forced marriage, domestic violence, bullying, racial harassment and parental depression.
The TV advertisement will be shown in Hindi and Bengali. It features three different scenarios where Asian people are concerned about the welfare of a child, but unsure of what action to take.
The advertisement shows an Asian mother who is worried her daughter’s friend is being abused; an Asian father who is feeling guilty about hitting his son; and an elderly Asian man worried that his neighbours are neglecting their children.
The TV advertisement will be shown on Zee TV, Sony, Star Plus, B4U Music, MATV, ARY Digital, Prime TV, Channel S, Bangla TV and the Islam Channel. It can also be viewed on the NSPCC’s website at www.nspcc.org.uk/asianhelpline.
The NSPCC is currently calling on 1.4 million people, one person for every unloved child in the UK, to join its FULL STOP campaign to end cruelty to children. People can join the campaign and BE THE FULL STOP by phoning 08000 12 12 11 or visiting www.bethefullstop.com.