Fun Cartoon To prevent Child Abuse??!!

Just came across this campaign by Saatchi & Saatchi for NSPCC to prevent child abuse. But i deeply suspect if it will ever serve the purpose. The campaign features a funny looking charachter, who behaves totally funny when he is being "abused".
The campaign resembles more to tom and jerry show where a rat is being "abused" sooo badly that all of us[we,12 yr olds!] laugh.I think this campaign will have almost the same impact.Its just a failure.Infact, it could even encourage someone try out the " funny side" of child abuse.