A Twist on Valentine’s Day

In an advert to support domestic violence charity, Refuge, the creative team at McCann Central’s Bristol office has created a special Valentine’s Day inspired poem with a twist

The powerful reversible text draws attention to issues connected to spousal violence and cleverly spins a loving tribute on its head to spotlight controlling behaviour and hidden violence in the home.

Read one way, the poem tells the story of a whirlwind romance, but when read in reverse it depicts the terrifying reality of living with a perpetrator of domestic violence. The work continues the charity's reversible poems released before Christmas.

The ad was created by Zane Radcliffe and Ken Sara, with creative direction by Jon Elsom. It has been named as Campaign’s Ad of the Day