Online Italian newspaper has created a new campaign to raise awareness of domestic abuse, a disappointingly common occurrence in the country, with a unique approach of using children to front a short film about the issue. The film, simply called ‘What happens when you put a boy in front of a girl and ask him to slap her?’, sees 6 boys between 7 and 11 years old introduced to a pretty girl named Martina. After some short conversation, they’re asked to slap her, and their instinctive reaction forms the key message of the creative

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The film’s tagline, ‘in the kids’ world, women don’t get hit’, as well as the boys’ protests that boys don’t hit girls, which powerfully conveys the anti-abuse message. The film has been viewed almost 33 million times on Facebook in three days


Sometimes a light-hearted or amusing creative can land a serious message more effectively when used to challenge attitudes or behaviours