This pack for the NSPCC brings the memory of it back because it tackles the topic of children who can be emotionally scarred for life by the experience of violence at home. However, this execution doesn't set out to shock in a graphic way. There are no cowering or bruised children. Instead, it gives us a sheet of children's wallpaper with the message 'When the walls are this thin, you can hear everything'.
It tells the story of children who lie in bed and hear their dad beating up their mum. The children are confused because they can't understand why, and their feelings of guilt are powerfully described in the copy. The trauma of them still loving their dad because he 'could be so kind sometimes', yet listening through the thin walls to him hurting their mum is sensitively handled.
The pack explains the long-term effects on the children - one became aggressive and confrontational, the other silent and withdrawn - and explains how £10 a month can assist the NSPCC in rebuilding children's lives, by helping them come to terms with their pent-up feelings and, over time, ending the damage caused by domestic violence.
Agency: Kitcatt Nohr Alexander.
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