# Heartbreaking Anti-Child Abuse Ads The Banned Ogilvy Dublin PSA is Hard to Watch By Marie | Published 2011-09-29 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/banned-ogilvy-dublin-psa References: [brandflakesforbreakfast](http://www.brandflakesforbreakfast.com/2011/09/shocking-video-gets-banned.html) & [adweek](http://www.adweek.com/news/advertising-branding/spot-surviving-abuse-131905) When it comes to getting the message across about [child abuse](https://www.trendhunter.com/trends/sos-childrens-villages-portugal), the newly banned [Ogilvy Dublin PSA](https://www.trendhunter.com/trends/sun-safety-installation) for the Irish Society for the Prevention of Cruelty to Children does not mess around. The spot, which is only 40 seconds long, shows a little boy being struck repeatedly by an adult, as he delivers a moving speech called "I Can't Wait Until I Grow Up." I'd be lying if I said this heartwrenching [anti-abuse ad](https://www.trendhunter.com/trends/this-is-not-a-home) didn't bring a tear to my eye, but the graphic nature and realism of the video isn't what got it banned from the Irish media. Ireland's Advertising Standards Authority pulled the ad after claims that the PSA was sexist, because it only shows an adult male abusing the boy. Whether you agree with the ASA's argument or not, the realism of the banned Ogilvy Dublin PSA makes it extremely powerful and addresses the important issue in a way not seen before. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 76% | Activity: 84% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Youth](https://www.trendhunter.com/youth) ## Key Themes ### What's Driving This Trend - **Realism in PSA:** There is an opportunity for disruptive innovation in creating powerful and realistic PSAs that effectively address important issues. - **Controversial Advertising:** Disruptive innovation can be harnessed by pushing boundaries and creating controversial ads that spark conversation and raise awareness. - **Gender Representation in Psas:** There is potential for disruptive innovation in developing PSAs that effectively represent gender issues and avoid claims of sexism. ### Who This Affects Most - **Advertising:** The advertising industry can embrace disruptive innovation by pushing boundaries and creating powerful and controversial ads that address important social issues. - **Child Protection Organizations:** Disruptive innovation in child protection organizations can involve the creation of realistic and emotionally impactful PSAs to raise awareness and tackle the issue effectively. - **Gender Equality Advocacy:** Disruptive innovation opportunities in the gender equality advocacy industry lie in developing PSAs that accurately represent gender issues and promote inclusivity. ## Related on Trend Hunter - [Child Abuse-Preventing Campaigns](https://www.trendhunter.com/trends/prevent-child-abuse-america.md) - [Gun Violence Prevention Films](https://www.trendhunter.com/trends/sandy-hook-promise.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Soccer Match Women's Aid Ads](https://www.trendhunter.com/trends/womens-aid-campaign.md) - [Perpetrator-Targeted Domestic Abuse Ads](https://www.trendhunter.com/trends/domestic-abuse-prevention-ad.md) - [Car Safety-Promoting PSAs](https://www.trendhunter.com/trends/never-happens-campaign.md) - [Gender-Based Violence Awareness Films](https://www.trendhunter.com/trends/my-friend-max-hate.md) - [Educational Valentine's Campaigns](https://www.trendhunter.com/trends/language-of-love.md) - [Anti-Domestic-Violence Campaigns](https://www.trendhunter.com/trends/neighbours-friends-and-family.md)