Daddy monsters ads campaign
Published November 14th, 2007 in Advert, Campaigns, Kids, Personal Care, Services, SocialThis is an alarming and disturbing campaign made by AWARE, Association of Women for Action in Research from Singapore to help women understand and consider the impact of domestic violence on children.
Ad prints are revealing creatures on some case scenarios that look much familiar with what most of us humans do. In fact, we may easily think that those creatures can be our parents. If we go back in time…in our childhood we can find some resemblance. At that time we thought that they are monsters imagining creeps from the movies. Those were just our parents. That was our perspective as children.
All these prints have textual explanations to sustain the general message: “No child should have to live with a monster. To report instances of domestic violence, call AWARE at 6774 5935″. A signal of awareness on domestic violence issue.
“Your mother acts as though nothing happened. She makes dinner and sits at the table, staring into her plate. He stumbles in drunk, stands behind her and says, “I’m sorry. Do you forgive me?” She sits silent for a long time. You can see the bruise over her eye turning purple. You can feel the sadness filling the room. She sobs without looking up. He forces a kiss on her then smiles at you as if to say everything’s fine now. You stare into your plate.”
“You pray he has a good day at work. Or else you will have to hear your mother getting punched again tonight. And you pray she doesn’t talk too long to the neighbors or bring dinner out too cold. Or do anything else to annoy him tonight. Because you really don’t want to hear the screams. They make you wet the bed at night. So you pray. You pray that today, by some miracle, he won’t come back at all.”
“This morning it’s all quiet again. Your mother’s nowhere to be seen. But there’s a broken bedside-lamp in the trash. Did he hit her with it? Has she left? Has she left you behind? What will happen to you if she really leaves? You don’t know. You’re only ten. All you know is it’s too quiet now. Quiet is scary. Sometimes it’s scarier than chaos and slamming doors, yelling and pushing and being spat at.”
Agency: Saatchi & Saatchi, Singapore
Creative director: Andy Greenaway
Art directors: Jae Soh, Richard Copping and Robin Tan
Copywriters: Jagdish Ramakrishnan, Justine Lee and Roger Makak
Photography: Calibre Pics, Singapore
Production manager: Terry Ong.
Via
- Domestic violence in France
- More than you can see - Zoo ads
- Stop Domestic Violence Against Women
- Protection of child`s rights campaign
- Colors of Domestic Violence from Benetton
It’s really scary when parent’s become their child’s or children’s worst nightmare. Makes problems like racism seem almost silly when you know there are children who can’t go home to a safe house at night.
Of course because we all know men are all monsters.
Yaaaaaaaaaaaaaawn.
What about mommy monster?
how about parental monsters?
brittany-why would domestic violence make racism seem silly? is there only enough room to empathize for one kind of misery at a time in your little head?
And the famous sexism that we all ignore. Good game, guys. The women get paid 1 dollar less, and we get constantly harassed with this bullshit.
Thinking these campaigns are stupid. I hope more women get beat because of them.
This is wrong. There is no reason to use such psyochological terror tactics on kids. Stuff like this can terrorise even kids who are not suffering this type of abuse.
I wish the people in power would be put ther because of stuff they knew, not people they knew. How about learning child psychology, in this case??
Yeah, It’s really constructive to get indignant about it. Jesus.
this is how it is for kids with bad dads. though i wish he’d just gone away and gotten healthy instead, my family was relieved when my dad killed himself in shame after giving my eight-months-pregnant mother a black eye.
our lives got drastically better in his absence.
these ads are not about all men, just men like my father. if you’re taking these ads personally, please think hard about why that is, and if necessary, see a doctor and start getting help.