The charity is focusing on the specialist parenting press and women’s media during July, with a regional news roll-out throughout August and September.
It aims to educate parents about the changing developmental needs of young children so that they react more ‘appropriately’ when their children misbehave. It hopes to reduce instances of parent-child confrontation and to persuade parents to avoid hitting, shaking or shouting at their children.
Best practice pieces are being sold in to target media, using case studies, results of a parenting attitude survey and ten ‘top tips’ for parents on how to cope with stressful situations.
Article topics range from how dads can interact better with their newborns to how particular regional NSPCC projects have helped parents in difficult circumstances.
‘We want to get the information out there about how to be a positive parent,’ said NSPCC PRO Vicky Hardman.