CHARITY IN JUNKIE TOT SHOCKER

Hard-Hitting: New Ad Shows How Kids Can Go Off Rails Without Help

A CHARITY has turned to shock tactics in a bid to promote its work - by
showing a baby about to inject heroin.

The distressing photograph features the toddler in a nappy sitting on a
filthy floor surrounded by litter.

In one hand, he holds a blood-filled syringe while he tightens a tourniquet
round his other arm with his teeth.

The advert - for children's charity Barnardo's - shows what can happen to
abused, underprivileged or disadvantaged children.

On the photo, text will say: "John Donaldson - aged 23. Battered as a child."

It adds: "It was always possible that John would turn to drugs. With
Barnardo's help, child abuse need not lead to an empty future."

Barnardo's marketing director Andrew Nebel said: "We wanted to show that
any drug addict was once a baby with a whole future ahead of him or her.
This is not gratuitous, shocking or distressing. This is talking about the
real world."

The advert is the fifth in a hard-hitting series. The photo was cleverly
compiled by computer experts to give the impression of being taken amid
appalling squalor.

The baby is from a normal shot of it sitting on the floor. The litter and
dirt were added later - even the stains were done by computer.

The contorted expression is taken from a photo of the child eating
chocolate while the tourniquet and syringe were added later.

The advert comes after Barnardo's revealed a shocking new drugs survey.

According to their poll, nearly one in five 13-year-olds knows someone
using hard drugs.

The survey found that 69 per cent of 13-year-olds asked were worried about
drugs, with 73 per cent fearful that an addicted parent could lead them to
drug dependency.

Barnardo's director of communications, Andrew Nebel, said: "It is clear
that drugs are the number one concern for teenagers and parents today."