Children's charity the NSPCC today launched a major campaign in York to put an end to cruelty against children.

The York Full Stop campaign, which will run for two years, aims to raise aware-ness about the causes of child cruelty - and break the taboos which stop families seeking help.

The campaign, officially launched by York Lord Mayor Coun Shan Braund, is the first of its kind in the country and aims to kick-start a community-wide bat-tle to bring child abuse to an end.

It will build on the NSPCC's national Full Stop campaign which highlighted the need for a change in attitudes towards children.

The NSPCC in York will work with the city council and other organisations across York and North Yorkshire.

Initiatives will include:

* information targeted at families in difficulties urging them to seek help

* establishment of a network of support across York and North Yorkshire for women and child victims of domestic vio-lence

* a teachers' conference on bullying and other issues

* an advertising campaign on First York buses

* leafleting

* a Christmas campaign

There are almost 80 children on the child protection register in York: but experts say the actual number who have been vic-tims of sexual or physical abuse, neglect or some other form of mistreatment could be far higher.

David Radford, the NSPCC's children's services manager for York and North Yorkshire, said: "We know from research that there are larger numbers of children who never disclose their abuse. The need for action is vital."

One York mother, 'Susan', today spoke of discovering her daughter 'Hannah', then aged five, had been sexually abused. She noticed her daughter's behaviour changed after visiting her grandfather. When questioned, Hannah told her about the 'games' her grandfather played.

Susan's husband 'Danny' said finding out his own father had been abusing his daughter was devastating.

Even so, the decision to prosecute and seek help was one of the hardest of his life. "I could not think my dad capable of such a thing, but I could not deny my daughter. She could have no reason to lie. She loves him."

Experts stress abuse is not just sexual. It also takes the form of physical abuse, ne-glect, emotional cruelty and bullying.

York has been chosen to pilot the cam-paign because of the local NSPCC's 'excellent relationship' with the city council. If successful, it could be a trail-blazer for similar initiatives across the country.

Businesses across York to have pledged help include First York, the Safer York Partnership, York City FC, Minster FM, City Screen, Retailers Against Crime in York, the National Railway Museum, the Theatre Royal, the Barbican and the Yorkshire Museum.

To help launch the campaign today, all 210 First York drivers were wearing NSPCC Full Stop badges.

* If you believe a child may be at risk, you can call the NSPCC helpline, in confi-dence, on 0808 800 5000. Donations to the York Full Stop Campaign can be sent to York and North Yorkshire NSPCC, 65 Osbaldwick Lane, York YO10 3AY.