Domestic abuse charity turns Father's Day on its head

Charlie Spargo's picture
by Charlie Spargo

Refuge, providers of specialist support to people experiencing domestic violence, has used Father's Day as a springboard to launch an expectation-subverting awareness campaign titled ‘Turn To Us’.

It involves a poem which, at first glance, celebrates a beloved and respectful father. But once you reach the end, it invites you to "now read from bottom to top" - portraying a very different image of a violent and unpredictable father. "Whenever Mum asked for help / Dad was quick to raise his hand / To her... My mother / bouncing off kitchen walls" read some of the lines.

The campaign was created by McCann Bristol, and will be published in Sunday’s Observer. It portrays how often first impressions show a happy and stable family, but the reality can be much more serious.

Jon elsom, McCann Central's Group Executive Creative Director, said: “This advert is a timely reminder that whilst many children will celebrate amazing dads there will be others unable to do so; who are instead frightened and scared.

“It has been a privilege for McCann Bristol to roll out this carefully crafted campaign and share information about this pernicious issue whilst providing a lifeline to thousands by letting them know about Refuge’s amazing services which really do save and change lives.”

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