If only it was this easy to get over child abuse

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.

ASCA T-Shirt print advertisement

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

ASCA T-Shirt print advertisement ASCA T-Shirt print advertisement
ASCA T-Shirt print advertisement ASCA T-Shirt print advertisement
ASCA Wedding Speech commercial

Wedding Speech

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.

Click on the image below to play the video in YouTube


The Adults Surviving Child Abuse 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.

Filming was shot by director Tony Sherwood with producer Pip Shuttleworth. Photographer was Derek Henderson. Ben Godfrey was illustrator for the Beach Cut Out.

  • Rob

    Wow – really gutsy campaign. The creative team should be congratulated.

    Looks like it will cut through, but it’ll be interesting to see how the public respond.

  • Bert

    I personally find this disturbing and off putting. As a victim of abuse, it’s extremely poor taste.

  • red

    That’s really jaw dropping stuff. As a person who wasn’t abused it’s made me think about adults who have been abused as children. I feel bad that I never contemplated what happens later on. Awesome.

  • Good film, but the idea was probably inspired by -or even lifted from- the famous Danish film Festen (Celebration). This is a YouTube-film, unfortunately with Dutch subtitles only… The son tells of his abuse, and his sisters, who later committed suicide. Nobody laughs here, though, but remains very, very silent…

  • Todd Sampson rubbished this child abuse ad on the show “Gruen Transfer” but failed to disclose that his agency worked for the charity until an acrimonious split five years ago.

  • deadthevideo

    Personally, I have never seen this ad as I am not Australian, but from what I have read about this ad, it seems to have caused quite an impact in Australia. I have read comments both praising and slamming the ad. From the description I read (on another site), it sounds like a very brave ad.

  • DEADTHEVIDEO why don’t you watch it here? It’s in the YouTube video.

  • Andrea

    I live in Australia, i was abused for 8 years of my childhood and ive never even heard of this campaign…