Who is looking after our children?

So are you wondering what is being done about preventing these shameful statistics? (see table to right)

The answer is, a heck of a lot, actually.

A series of television adverts asks the general public to dip into their pockets to help fight child abuse in New Zealand by becoming a "guardian angel" and is initiated by just one of many organisations and agencies trying to make a difference.

Others include Child, Youth and Family, Kids Health, Are you OK?, Parent Trust, Family Help Trust, Barnardos, Plunket Line, Relationship Services, YMCA, Jigsaw, Anglican Care, Safer Families, Women's Refuge, Paediatric Society of New Zealand, and Presbyterian Support's Family Works, which is behind the angel campaign. The aim of Presbyterian Support (PS) is to raise funds for its Family Works counselling and education programmes. It is the largest non government provider of social services.

In the advert a sad-looking child is shown with a voice-over explaining what a rough life they have and asking the viewer if they have ever wanted to help. Then it goes on to explain how by signing up to be a "guardian angel," they can. Further investigation reveals a `guardian angel' must commit to a minimum of $30 a month. With so much publicity over recent years on our shocking child abuse statistics the emotional plea is unlikely to fall on deaf ears.

As well as the public response to advertising campaigns such as this, PS receives some government funding and is supported by regular donors, trusts and bequests.

So it appears money is being thrown at the problem from both the public and the Government in a desperate bid to rid us of our shame or perhaps to at least help us feel we are doing something.

Neither Presbyterian Support's head office or the South Canterbury branch will be drawn on how much the campaign is costing the social services agency, citing commercial sensitivity.

Presbyterian Support South Canterbury chief executive Michael Parker said he was not prepared to disclose figures, citing commercial sensitivity.

In response to questions by email he said, "We have been prudent in our approach to this campaign and through the use of industry professionals we know that the campaign costs are competitive."

He said all the money raised from South Canterbury region will be used in South Canterbury to support children and families through counselling, social work, family violence prevention and parenting programmes.

Launched in May 2011, the campaign advertising will run indefinitely.

Many programmes and initiatives have sprung up over the years but it is impossible to say whether there have been fewer incidents due to the parenting and educational programmes, or the reporting of suspected child abuse has increased due to its higher profile. Programmes include such issues as child development to help parents and caregivers to have realistic expectations of children. For example a 2-year-old may not be able to remember a precise instruction and get distracted on the way to doing it, which is perfectly natural for their age and stage.

Detective Sergeant Dylan Murray of Timaru Police says he believes the courses were making a positive difference and the community would be worse off without them.

CYF regional communications advisor (Southern) Justine Scott said that all organisations CYF approves are assessed for their business viability and capacity to provide services. The organisation's ongoing ability is assessed at least every two years. A face-to-face visit is made annually, or more if necessary to check service delivery.

"The broader issue is that prevention of child abuse and neglect requires all responsible adults in the community to take an active interest in the safety and wellbeing of children, and to support parents to raise their children well," Mr Parker said.

Anglican Care South Canterbury divisional manager Gwenda Kendrew said, "anything that brings child abuse in front of the public is a good thing."

What to do if you suspect a child is being abused

Phone the police, or Child, Youth and Family (CYF) on 0508326459.

Information that is useful to pass on is:

The name of the child you are concerned about (if you know it).Description of what you have seen and heard, when and where.Names of anyone else you think may be aware of the situation.Your own name and contact details (your name will remain anonymous if requested).

A trained social worker will look into the situation and the case will be assessed for urgency and a solution found.

Children can only be taken from their family if there is enough concern that they are in immediate danger if they remain, and a judge must agree to a court order for the child's removal.

The child's safety is paramount.