Christmas Eve

Agency Network: 
December 2018
Refuge: Christmas Eve


This campaign addresses the rise in domestic abuse at Christmas. Abusive relationships rarely start out bad. At some point, they turn. These ‘reversible’ poems dramatize that turning point. Read from top to bottom they present a cosy, loving relationship. But when read from bottom to top, they reveal the horrific undercurrent of abuse.

Print advertisement created by McCann, United Kingdom for Refuge, within the category: Public Interest, NGO.


Mum’s laid out
our best white tablecloth
A splash of warm claret infuses Dad’s traditional punch
Then, on cue...
Mum starts humming ‘Silent Night’ As she unpacks crackers
to snap with us
We wait for Father
(now read from bottom to top)
If your partner turns on you, turn to us.

Advertising Agency: McCann Bristol, UK
Creative Director: Jon Elsom
Art Director: Ken Sara
Copywriter: Zane Radcliffe
Typographer: Steve Lay
Photographer: George Aytoun
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