I find this and similar adverts absolutely digusting.
Surely the NSPCC should not have to be asking (begging) for public money to fund their activities. This money, and as much as is needed, should be provided by government instead of it being squandering on.....well you name it they seem to throw money at it.
These poor kids simply do not deserve to be treated so shamefully and in any society it is everyones responsibility to try to help - Social Services too!!!