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Each advertisement features a poem that conjures up a cosy picture of family life at Christmas.But, when read from the bottom up, the lines reveal the horror of a household living with domestic violence.Women's refuges and charities report a spike in domestic violence cases every December, when alcohol, money worries and enforced family time can increase the risk of abuse.To raise awareness of the epidemic, the domestic violence charity Refuge has created a series of reversible poems that give voice to the experiences of women and children who suffer domestic violence at Christmas.But if read from the bottom up, the lines reveal the horror of a household living with domestic violence.Refuge’s call to action is: "If your partner turns on you, turn to us." Made pro bono by Mc Cann Bristol, the work is running across press, radio, poster sites and social media, with full-page ads appearing in Woman’s Own, Marie Claire and Bella. The campaign was created by Zane Radcliffe and Ken Sara, while Universal Mc Cann handled media.
An intriguing and highly original campaign for the domestic violence charity Refuge by Mc Cann Bristol will appear in press, TV, cinema, interactive radio, posters, and social media throughout the festive period.
On average another three women a week commit suicide as a way of escape.
Sandra Horley CBE, chief executive of Refuge, said: “Domestic abuse is the biggest issue affecting women and children in this country today – it really is a life and death issue.
Today – Human Rights Day (10th December), which also marks the end of UN Women's 16 Days Of Activism against violence against women and girls – couldn't be a more fitting time to highlight this crucial issue.
Two women are killed by their current or former partner every week in England and Wales alone, according to the charity, with some police forces reporting that as many as 54% of the calls they receive during December relate to domestic violence, compared to 38% for the rest of the year.