Children's charity the NSPCC has turned to the web to distribute an ad aimed at 11- to 16-year-olds in its latest campaign against sexual abuse.

The 40-second film has been directed by Danny Kleinman - better known for his stylish TV work for the likes of British Airways, Camelot and Guinness - and will be made available at donthideit.com.

The ad uses the metaphor of children in masks to show how they often bury their abuse. The strapline runs: "You don't have to hide it anymore".

Internet agency DNA has designed the donthideit.com website as the focal point of the campaign, where young people can find information and advice about sex abuse and how to stop it.

The site will allow visitors to remain anonymous and any information they divulge to be confidential.

The website will also feature a podcast by Lauren Blake of T4 teen drama Totally Frank and contain five testimonial films featuring teenagers who have broken their silence about abuse.

All advertising, which will include radio, print and online, will direct the public to the website. Visitors to popular teen sites such as MyKindaPlace, Habbo Hotel and Girland will find real life stories, advice, quizzes, online chat and messages to encourage them to join in the campaign.

The ads, developed by Saatchi & Saatchi, launch this week and will run until the end of June.

A limited cinema run is planned for the commercial, but the viral ad strategy marks a departure for the NSPCC.

In the past, the organisation's main media strategy relied on hard-hitting, high-profile, television campaigns, such as the controversial ad featuring cartoon children being abused by adults.

A spokeswoman at the NSPCC said that this was the first time it had specifically aimed a campaign at 11- to 16-year-olds.

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