Refuge Christmas ads contain shocking twist

A hard-hitting campaign from charity Refuge highlights the devastating reality of domestic violence, in a series of cleverly written reversible poems

Domestic abuse charity Refuge has a history of using shock in its campaigns, both to reach victims that may need support but also to compete for the public’s attention. Its new Christmas campaign, created by McCann Bristol, continues this trend, by creating a series of poems with a twist.

The print and poster campaign features a series of apparently warm festive poems. But read backwards, they paint chilling scenes of domestic violence.

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