"It's almost never a stranger," Chittenden-Laird said.
The campaign also helps educate adults about some warning signs, including unexplained injuries, changes in eating and sleeping habits, lack of personal hygiene and inappropriate sexual behaviors.
National figures show children are dying from abuse and neglect at a higher rate in West Virginia than any other state. It's a problem that judges, social workers and others say is fueled by rampant substance abuse and likely to grow unless lawmakers get serious about finding and paying for solutions.
Children's advocates say the state needs a safety net of suitable foster care, adoptive families, in-home services and community-based prevention and treatment programs for addicted parents and their children. Without them, they say, abuse victims are all too likely to repeat what they have learned.
Nationally, child abuse and neglect reports have fallen for five straight years, a new report by the National Child Abuse and Neglect Data System shows, with the number of abuse-related deaths hitting a five-year low in 2011.
But West Virginia, where 16 children died last year, had the highest death rate at 4.16 children per 100,000, slightly ahead of Louisiana and Oklahoma.
Also partnering in the outreach effort are the Division of Justice and Community Services, the Sisters of St. Joseph Health and Wellness Foundation, the National Children's Alliance, Verizon Wireless and Image Outdoor Advertising.