The campaign, which is ultimately designed to protect children by putting an end to the sharing of bullying and abuse videos, demands that social media sites immediately block this type of content as soon as it comes to their attention.
According to a recent survey by the NSPCC, there has been an 88 per cent rise in counselling sessions as a result of cyber bullying in the last five years, with more than 4,700 sessions taking place in the last year alone.
Watch: Portland helps NSPCC to campaign for support for abused children
As a result of the campaign, The Sun online has committed to not share videos of children being physically attacked by other young people on its website or its social media platforms.
Members of the public are also being urged to report these videos to the social media provider, rather than sharing them online or remaining silent.
Peter Wanless, chief executive of the NSPCC, said: "Enabling videos of abuse to be shared and circulated may seem like a good way to raise awareness but it can have a very damaging effect, forcing the young person to relive their humiliating and terrifying experience repeatedly."
The campaign was co-created by the NSPCC's in-house PR team and The Sun, following the newspaper being "inundated" with bullying and abuse videos in recent weeks.
It will be promoted on social media via the hashtag #BlockTheBullying, and the NSPCC is hoping to draw attention to the worrying trend on TV chat shows this week, a charity spokesperson told PRWeek.
Earlier this year NSPCC was named the official partner of the switching on of Oxford Street's Christmas lights, as part of the charity's new Little Stars campaign, which also includes a content and advertising deal with the Metro and Daily Mail.
