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


Abusive relationships rarely start out bad. At some point, they turn. This ‘reversible’ poem – for Valentine’s Day - dramatizes that turning point. Read from top to bottom it presents a cosy, loving relationship. But when read from bottom to top, it reveals the horrific undercurrent of abuse.

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


What does he love about me?
My ‘cute little face’
He is punching
His weight
When we’re in bed
It is hard
Not to lose control
He is so desperately keen
For a lover
Leaving racy messages
In case I am
My phone
He feasts his eyes on
My every movement
He knows
Better than
He now wishes that he’d married
The moment we set eyes on each other
We were so instantly in love
(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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