The Department for Education (DfE) is leading the £1m campaign, following Professor Alexis Jay's report into child sexual abuse in Rotherham.

It focuses on encouraging members of the public to report child abuse and neglect, and the role.

In 2014-15 more than 400,000 children in England were supported because someone noticed they needed help.

Research shows that in the East of England, 13 per cent of people have suspected a child has been or is suffering child abuse or neglect, but 42 per cent are put off reporting because they think they may be wrong.

In Cambridgeshire, the County Council will support the campaign by awareness-raising with the public. Localities will support the campaign by sharing the information with residents who use their services, while Children's Social Care will continue to offer the referral line where anyone can call and discuss concerns for a child. Call 0345 045 5203.

The campaign aims to change perceptions about reporting child abuse and neglect, establish a new social norm that encourages the public to report suspicions of child abuse and neglect to their local children's social care whilst addressing the significant barriers that prevent the public from doing this currently.

Felicity Schofield, Chair of the Cambridgeshire Local Safeguarding Children's Board (LSCB) said: "Everyone can contribute to safeguarding children and young people from child abuse and neglect. Teachers, social workers, health professionals and the police all play an important role in safeguarding and protecting children, but the public has an important part to play too."

"The public are in a unique position to spot concerns of abuse and neglect among children and young people they have contact with in their daily lives. Children and families can be helped earlier with preventative support if more of us shared our concerns with our local children's social care teams." 

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