Experts hope the campaign will raise awareness of child abuse

The campaign urges people to call a dedicated helpline to report fears about the safety and welfare of vulnerable children.

The hotline will provide a link to child protection services, and has been branded the "fourth emergency service".

Children's groups said they hoped it would encourage people to report their concerns.

A scheme piloting the Child Protection Line has already been running in parts of Scotland.

We hope this one line, where people can go and have a trained caller take their call and point them in the right direction, will make a difference Addie Stevenson Aberlour Childcare Trust

Concerned people can report a range of behaviour, from seeing children wandering alone at night to cases of physical abuse - including where parents are neglecting children through drink or drug abuse.

The service is now being advertised across the country as part of the two-month campaign, with advertisements in local press and radio as well as posters in places such as GP surgeries, libraries and sports centres.

Adam Ingram, minister for children and early years, who visited a family support centre in Fife to launch the drive, told BBC Radio Scotland the government was asking people to take responsibility.

"Children find it hard to speak up about their own cruel treatment or neglect," he said.

"That's why we are asking responsible adults, either friends or family, relatives or neighbours, to do just that."

Taking responsibility

The helpline will be manned by trained professionals who will filter out hoax calls and requests for information.

When a caller is put through after that process, a "robust" risk assessment will be made.

Chief Constable Colin McKerracher welcomed the launch

Children's groups said they hoped the helpline would encourage friends, relatives and neighbours to come forward.

Addie Stevenson, the chief executive of Aberlour Childcare Trust, said: "The public, friends, families, often want to ring us and pass something on, but it's very daunting.

"We hope this one line, where people can go and have a trained caller take their call and point them in the right direction, will make a difference."

Grampian Police Chief Constable Colin McKerracher, who is chairman of the north east of Scotland child protection committee, welcomed the launch of the campaign.

"I hope that the public will become increasingly aware of the Child Protection Line over the weeks and months ahead," he said.

'Real opportunity'

"If people become more confident in letting us know about children who they suspect may be at risk then they create a real opportunity for the victim's suffering to be alleviated through the intervention of professionals.

"We understand very well that many people are put off reporting their concerns because they do not know who to contact."

He added: "Please do not think it is a waste of time and that your concerns will not be listened to. By calling the helpline, you could well be making a big difference to that child's life."

There are more than 2,500 children on child protection registers in Scotland, and as many as 160,000 youngsters are reported to be currently living with drug or alcohol abusers.

Figures released in July showed that almost 7,000 addicts who are prescribed with the heroin replacement methadone had children under 16 living with them.

Ministers have previously said the problem of child neglect is one of the most serious facing Scotland.

The Child Protection Line 0800 022 3222 is open 24 hours a day.