One in six parents of babies and toddlers lose their temper with their child almost every other day, according to a new survey that backs up the 900,000 Hit it Means Lost it campaign.
The three-week drive includes an advice booklet called Keeping Your Cool that gives tips on how to understand and manage anger when children play up in places like supermarkets, and will encourage parents to call the charity before "crossing the line".
Chris Cloke, the NSPCC's head of child protection awareness, said: "We want the Government to provide more public education and run a mass media campaign on the benefits of positive parenting."
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