Agency Network: 
February 2019
Refuge: Father
Refuge Print Ad - Father


Abusive relationships rarely start out bad. At some point, they turn. Read from top to bottom this poem presents a happy, family relationship. But when read from bottom to top, it reveals the hidden horrors of abuse.

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


I used to say that
When I grow up, I want to be like Dad
Just thinking about him
Tears rise in my eyes
I can still hear it
Dad’s pantomime laugh
Bouncing off the kitchen walls
My mother
A riot of plates and cutlery
Throwing his dinner on the table
Him griping about work or whatever
Some memories remain so fresh
We were a happy family
My father refused to say
Anything that might hurt his wife
He liked to create a big fuss
Over her
And he’d talk so enthusiastically
To her
Dad was quick to raise his hand
Whenever Mum asked for help
(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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