In the second part of their analysis of the role of mass media in child abuse prevention, Bernadette Saunders and Chris Goddard discuss the benefits of mass media programs as a tool to advocate for children's rights and more specifically, to promote awareness of, and to prevent, child abuse. (The first part appeared as National Child Protection Clearinghouse Issues paper no 14, Child abuse and the Media.) The authors emphasise that campaign strategies may only be successful to the degree that they are backed by community education and direct support programs. Information gained from evaluations is highlighted, and recommendations for future media campaigns and initiatives are made.