Agency Network: 
December 2018
Refuge: Mistletoe


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.


Our first Christmas together
I had been so excited to have him
I started tiptoeing
down the stairs
And he had a surprise waiting... he threw me a party
He knows how to spoil
a simple girl!
He called me
in front of everyone
Then he cut me off
a sprig of mistletoe
we shared a kiss underneath
Outside, the snow silently settled
(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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