The campaign is designed to educate parents about the dangers their children face while using the internet. The NCH campaign claims that one in five children who visit internet chatrooms may have already been approached online by a paedophile.
Targeting Oxford's high level of internet-literate families, the leaflet will be posted to 87,000 households by local newspaper the Oxford Star.
After seeing the paedophile's face, which is a composite image of several models' faces to avoid cases of mistaken identity, readers turning the leaflet over will read: "This is how easy it is for a paedophile to get into your home." The leaflet, created by ad agency Saatchi & Saatchi, encourages parents to go to an NCH web site, which has advice on ensuring that children use the internet safely.
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