The charity is concerned that the general public and the media demonise children.
It has released a viral called 'Hunting' which shows a group of men preparing to tackle their local pest problem. The men then shoot a group of children.
All the words in the viral were taken from comments made by members of the public about children on newspaper websites including the line 'shoot a few, and if that doesn't work, shoot a few more'.
'The campaign seeks to remind the public that the children we chastise, fear, expel, despise and lock up, are still children', said director of comms Diana Tickell.
'There is a story behind the behaviour of many of our youth and as a nation we seem to have lost our empathy', she said.
Online sites, national newspapers and other media will be targeted.
The charity will also launch its first major TV advertising campaign next week with BBH.