Refuge: If your partner turns on you, turn to us by McCann Bristol

Client: Refuge
Date: Nov 2018
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In a bid to turn attitudes to domestic violence on their head, the domestic abuse charity Refuge and McCann Bristol has developed a number of full-page ads inspired by reversible poetry, to draw attention to the life or death issue.

Although ground has undeniably been made on raising awareness of the issue, statistic show that even now in 2018, one in four women will experience domestic violence in their lifetime.

Even more appalling is the fact that in England and Wales alone, two women are killed on average at the hands of a partner or ex-partner. Not only this but domestic violence also indirectly murders women, as three women on average a week chose to end their lives as a way of escape.

These shocking statistics demonstrate that there is still such a long way to go, as far as domestic violence is concerned, and it is now, more than ever, that action needs to be taken.

Running through the festive season, the reversible poetry ads appear at first glance to be unassuming, jovial Christmas poetry. Each of the three poems has a traditional title: 'Mistletoe,' 'Xmas Eve' and 'Auld Lang Syne.'

The opening lines conjure up images of your familiar cosy family Christmas at home, yet as the reader makes their way up the poem, they quickly begin to realise that the reversibility is not the only thing that's different about these poems.

Past the first lines, each poem quickly escalates, so that the reader is soon confronted by the full horror of life for a family living with domestic violence. Across all media, the call-to-action reads: "if your partner turns on you, turn to us," to show victims they are never alone.