NSPCC to hit cinemas with `shock’ ad

The National Society for the Prevention of Cruelty to Children is launching a shocking cinema campaign to highlight the impact of domestic violence on children.

The new work features a simulated model of a foetus in the womb with a soundtrack of a worsening argument between a man and woman. The woman is physically attacked by the man.

The ad, created by Saatchi & Saatchi, is the latest stage in the charity’s “A cry for children” campaign launched last December to focus attention on domestic violence.

“People involved in domestic violence often fail to see how it damages children,” says NSPCC director of public policy Phillip Noyes.

“The ad uses a hard-hitting and thought-provoking approach to draw attention to the devastating effects of domestic violence on children,” he says.

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