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Over the Whitsun Bank Holiday weekend, colleagues at all of Blakemore Retail's 280 Spar stores across England and Wales took part in the NSPCC's Wild West Weekend, to support the Wild West Web campaign about the importance of keeping children safe online.
But the NSPCC warns dolls like this have only one purpose.
Donate PS4 by texting NSPCC 4, PS12 by texting NSPCC 12, or PS20 by texting NSPCC 20, to 82010 or visiting nspcc.org.uk/teesside - Text costs include your donation of PS4, PS12 or PS20 plus your standard network rate.
Mum-of-two Clare Mckee-Shell, 44, admits she took a step outside her comfort zone when she began volunteering for the NSPCC.
NSPCC Wales has advised that children who have experienced sexual abuse may show traits including avoiding being alone with people, showing sexual behaviour that is inappropriate for their age or having physical symptoms such as a sexually transmitted infection.
Des Mannion, Head of NSPCC Cymru / Wales, said: "It is deeply worrying that so many children are potentially being exposed to such a devastating experience, but at the same time it also suggests that as a society we are much more alert to the risks and much more willing to come forward and share our concerns.
Joan McSloy, Newcastle, Gateshead and North of Tyne co-ordinator for NSPCC Schools Service, said: "The NSPCC are working in partnership with the excellent schools across Tyne and Wear and Northumberland to encourage children to Speak Out and Stay Safe.
World champ Joshua visited the NSPCC centre Boole House, in Coventry, to surprise children with a unique Christmas lights switch-on.
The NSPCC's Speak out Stay safe programme teaches children about what abuse is, how to recognise it and who they can go to for help.
NSPCC chief executive Peter Wanless said: "It doesn't matter whether the sexual abuse happened a year ago or 50 years ago, it is never too late to report it.
Children's charity the NSPCC believes the steep rise may, in part, be down to the publicity of high-profile abuse cases.
The NSPCC has been working with primary-aged children in Scotland since 2012 through its Speak Out, Stay A pupil Safe project in a bid to protect them against abuse, but this is the first time they've focused on children with additional support needs, who are up to three times more likely to encounter some type of abuse than their peers.
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