Communications agency McCann Bristol has teamed up with domestic abuse charity Refuge to ‘subvert’ Father’s Day this Sunday as part of a campaign highlighting the impact of violence.
The agency, which is working pro bono on the campaign, has created a special poem as a poignant reminder of the huge numbers of children experiencing domestic violence. 
One of five in a collection of reverse poems Remembering My Father will be published in Sunday’s Observer newspaper as part of the Turn To Us campaign.
It tells two opposing stories depending on which way the poem is read. Top to bottom, it js an ode to a great dad. But turn it on its head and it reflects the reality of a family under siege from an abusive man.
The move aims to raise awareness of domestic abuse and provide a reminder that no matter what time of year, no one should suffer in silence. They should turn to Refuge for support.
Around 800,000 children experience domestic abuse in the UK every year, and around 3,500 children access Refuge’s survivors on any given day – helping them escape violence and rebuild their lives.
Refuge chief executive Sandra Horley CBE said: “Domestic abuse is the biggest issue affecting women and children in this country today. It is a life and death issue. Worryingly, too few of those affected by domestic abuse recognise it as a crime.
“Refuge is here to provide support and sanctuary to those who need its services; we want women and their children to know that even on Father’s Day, no one should experience violence at home. Support is available. Turn to Refuge.”
The campaign was created by Zane Radcliffe and Ken Sara of McCann Bristol. Media for the advert was negotiated by Universal McCann, based in McCann’s Bristol office. FleishmanHillard and McCann Bristol provided PR for the campaign. Everyone involved donated their services to Refuge free of charge.
McCann Central group executive creative director Jon Elsom said: “This advert is a timely reminder that while many children will celebrate amazing dads there will be others unable to do so; who are instead frightened and scared.
“It has been a privilege for McCann Bristol to roll out this carefully crafted campaign and share information about this pernicious issue while providing a lifeline to thousands by letting them know about Refuge’s amazing services which really do save and change lives.”
For more information visit www.refuge.org.uk
