These ads make me a little uncomfortable and evoke great sadness, but making an emotional connection is crucial in awareness ads. This campaign for the National Centre for Domestic Violence sheds light on the emotional and psychological trauma inflicted on children subject to witnessing domestic violence in their homes.
The series of three print ads feature young, wide-eyed children appearing to secretly be observing moments of shock and real life horror. On each child's forehead is a label, similar to those used to rate movies. They read:
"Contains scenes of mum being held to the floor and punched repeatedly. Children see up to 90% of attacks in the home."
"Contains scenes of dad slamming mum's head against the wall when dinner was late. Children see up to 90% of attacks in the home."
"Contains scenes of mum being dragged across the room by her hair screaming. Children see up to 90% of attacks in the home."
They were created by JWT London.
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