ASCA, Adults Surviving Child Abuse, has launched an ironic advertising campaign in Australia reminding the public about the long lasting effects of abuse throughout the lives of victims. The organisation wants to ensure that all adult survivors of all forms of child abuse and neglect in Australia will be able to access the specific services they need, to ensure health, well-being and meaningful engagement in the communities in which they live.
Four print advertisements demonstrate how unthinkable it would be to pretend that child abuse never happened. A man wears a t-shirt given to him by the ‘uncle’ who raped him when he eight. A collection of greeting cards includes a section for abusive fathers. A cake celebrates 20 years since being told “I should have been aborted”. And a young man and his father stand behind beach figures smiling despite the portrayal of a merciless beating. If only it was this easy to get over child abuse. For over 2 million Australians it isn’t. We can’t change their past. We can change their future. Find out more at asca.org.au
The father of Melissa, an adult survivor of child abuse speaks at her wedding, filling every part of the speech with innuendo, while everyone, including her new husband Tom, looks on smiling. It would be nice if people could just joke and be at ease about the terrible things that have happened to them. Unfortunately they can’t.
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The ASCA campaign was developed at Whybin\TBWA, Sydney, by executive creative director Garry Horner, creative director Matt Kemsley, art director Dave Lidster, copywriter Steve Dodds, and agency producer Sean Ascroft.