The acting of the dad is really damn good. It feels genuinely scary and it’s sad that there are parents like this..

The way it panned to a real child was devastating

This is actually a really powerful advert to be honest

I hate how nobody understands the point of why there’s a laughing track. In cartoons, violence is meant to be funny so they put a laughing track there. Do you really think they showed this to a bunch of people and they all started laughing? This is meant to raise awareness of child abuse. It’s not meant to be funny, and it’s not a joke.

The last scene of this PSA was extremely powerful. It feels like my gut got punched...

Fun story. My ex's sister was such a good mother and people thought the sun shone out of her arse. Her name was Devri and her kids always had food and toys and got driven everywhere...but she had anger issues and the kids made a great release for her pent up rage because children are trusting and don't know any better. Anyway, I never saw the beatings, just the screaming and abusive language. Then one day, a few months after this video was uploaded, she and the kids came to my ex's flat. She was clearly angry and kept calling her 12 year old daughter a "dirty backstabber" and a "snake in the grass." Curiosity got the best of me and I asked what the young girl had done. Her mother replied that she'd tried hiding her phone from her. Curiosity drove me further. "Why?" I asked. "Because she's messaged her mate that I'd beaten her up." the mother replied. "And...?" I asked. The mother then tells me that the girl was being verbally disobedient so she grabbed her by the hair and, somehow, in the midst of this melee, the 12 year old girl smacked her head on the coffee table. I sat there, too stunned to react. Then the mother added, "but it's okay to hit your kids, right?" hoping I would validate her. I just shook my head and went, "No. No it isn't. You need help." She sat in silence, mouth agape for a few seconds before standing and ushering the kids into the car muttering how She didn't deserve to be spoken to like that. That's when I contacted social services. Within 20 minutes of that call, I was reciving death threats from damn near every member of the family. The next day, I travelled home and left it in the capable hands of social services. 2 weeks later, I get a phone call from a social worker accusing me of lying and outright calling me a monster for reasons he refused to explain. I tried to make a complaint but never heard anything again. Practically in tears, I phone childline and spend an hour going over everything only to be told that until one of the children speaks up, there's nothing anyone can do. I never see or hear from her, the kids or my ex ever again. But two years ago, I get a phone call from the police. The eldest daughter, Georgia, an unfortunate copycat of her mother and the first to threaten me after my call to social services, had told police I'd done unspeakable things to her when she was just a child. It took me two years to clear my name. I lost my home and my job through stress and the whole thing nearly killed and yet the real abuser, her mother -- Devri -- is still out there walking the streets, still abusive as ever and still doing her best to convince the world she's a good person. That's why I'm writing this and posting it in the comment section of every single child abuse PSA I can find. Because even after everything I've been put through, I'm not afraid of exposing pathetic pices of shit who abuse children and those who willingly cover it up.

I remember seeing this advert for the first time when I was 5 years old... I'm 23 now and this is me re-watching it for the first time. This has stuck with me for years and I only seen it once... ... ... *_ONCE_* ! Bloody traumatizing.

the fact the child survived the second one is really wow considering the dent that made in the wall

Johnny Harris (the man who played the dad) is actually a really good actor and genuinely scares me

"How am I supposed to take this seriously? It's super Cartoony, even despite the aggressive, frightening tone of the dad. This ad doesn't really---" _*shows real child lying down_ I seriously choked and teared up a bit, that's really freaking powerful.

it really sucked when we were learning about different types of abuse in school and all the other kids just laughed at it like it was absolutely hilarious, it was super invalidating and i felt like i couldn’t say anything about it

I remember witnessing this ad when I was very young, didn't cry, but knew what was going on, especially that final shot. I still have thoughts that after ad, the police would break into the house, see the murdered child and arrest that horrible father on behalf of his abusive behaviour. Plus, the message is very clear.

did the father just murder his own son

the way the dad acts may seem to some like overly dramatised. but if im honest, its scarily accurate and realistic

Have you noticed that he gets more aggressive in each scene

This dad should be in jail.

This implies that the father chucked his son across the kitchen with one arm. That's some NFL Quarterback throw there.

This is made by the same people who made I SAW YOUR WILLY but I like the message in this one.

Child: Sits in his room Dad: Now that's an advengers level threat

Wow this is brutal

**Father mercilessly beats his child** Audience: *“Funniest shit I’ve ever seen”*

This doesn’t scare me it actually hits me in da feels 🥺

So creative and hits you hard at the end. It's only till you use your imagination that really makes you sad or just tarrifyed

Whoever made this, if you’re reading this comment, then hats off to you. You have made a wonderful PSA that delivers the message in a very powerful and effective way and you deserve a lot of respect for that.

this used to terrify the hell out of me when i was younger, and it still does.

this is a… rather interesting way to handle the topic of child abuse. Really like how the dad sounds legitimate.

This scared me so much as a child

What I wanna know is what the hell was the dad's problem? That isn't an adult, that's a schoolyard bully that never grew up.

Imagine if an actual parent thinks their child would just take the hits like the cartoon character.

Imagine staying up late on a summer day back in 2002 watching TV, and suddenly this comes up. As a kid you'd laugh, but now as a 25 year old, it's dark

The part at the end where you see a real child just laying there makes my heart break

I remember seeing this as when I was 14 and sitting there open mouthed with a tear in my eye looking at the TV when the camera panned round to the real little boy and my mum asked me if I was ok. It shocked the crap out of me and I will never forget it. I always wonder why it got banned, shock factor is the best factor because it makes people realise that this stuff is real life for alot of children!

We need to stop child abuse :(

The cartoon violence being so goofy gives a very horrifying implication about the actual violence that's going on, Such an effective PSA

What’s crazy is that if the dad was a cartoon, this would be a normal father and son dynamic in a normal cartoon show for *kids*

The part before and after he got thrown down the stairs is so sad. And the fact he cowered away was just depressing

I showed this to my stepdad, he didn't like this because he grew up in a home like this

Johnny harris plays the abuser in this Ad and I gotta say, I kinda like him He's a nice person in real life and a very famous actor Johnny is a legend at this But I feel sad for him cuz he didn't want to do this ad dispite that he's got children that he cares and loves but wanted to do it to support the nspcc, so show this guy some respect cuz he's got all my respect for life 💖💖💖

You know what’s concerning? How Johnny Harris managed to perfectly execute this.

Roses are red Cacti are prickly I must say That escalated quickly.

0:53 He was just minding his business

Every Gacha story be like with child abuse:

bro got hit so hard he turned into a Disney live action remake

Easily the most horrific abuse PSA I've ever seen. This really hits me on a deep, deep level.

This is almost like a British DaddyOFive and the child is a cartoon. The dad’s acting was good, the last part was really disturbing.

This PSA isn't scary nor disturbing but my heart shattered into million of pieces after watching the PSA until the end 💔

this is by far, the only psa that left me in a pool of tears

I feel so bad for this kid I’m gonna cry!😢😢😢😢😢😭😭😭😭😭🥺🥺

this is actually sad and hard it watch even for me that i suffer from Domestic violence, and we can't do anything because laws in my country don't even work

The cartoon kid looks like charlie brown ngl he got the stripe and everything

Unlike most PSAs with serious tone issues, this one in particular uses its tonal whiplash as a weapon, in order to make its message more potent. It always makes me uncomfortable and sad whenever I see it. It never comes across as jarring, and I admire that.

This happened to my best friend her dad almost killed her and put her hands in boiling water until they burn!and ALWAYS would hurt her..... Now!her father is in jail for child abuse and my BFF is living with me cause Her dad KILLED her mom! Soooo......my parents adopted her and to this day she has to go to the hospital twice a week!😣

I found the kids terrified face really sad because he was just playing with toys. 0:26

You know, there's sort of an element of dark humor in this. Just the juxtaposition of all of the sound effects and the laugh track combined with the incredibly dark subject matter.

Me at the start: How can this be serious and sad? It’s just silly sound effects and cartoony slapstick! Me, seeing the end: Oh… :(

How is this not aged restricted?!

This really shows how bad child abuse can be!

0:01 just this shot of the room alone is very unnerving.

My theory is: His dad and POV seeing his child as the Cartoon so he can abuse his child freely without any guilty and POV laughing at this scene not knowing about this is the real abuse until the last scene showing a real child dead, this ad is really good, this is means that even someone is abusing their child, we are just seeing them as a joke and nobody help them. Bonus: The word "Real Children don't Bounce Back" is really deep, it means like "if you abuse your child until it's death, the child cannot recover/restore itself" (not like a cartoon when the character get a big bump, just press it, just like in 0:36 )

Message to all parents: treat you're children nice, if you abuse them they'll hate you for abusing them.

What this child abuse the ciggarate part.the dad should be in jail

I really like this commercial out of all the other NSPCC commercials.

The way my jaw dropped at the end when I saw the kid after he was thrown down the stairs

True story: I was with my dad once on a visit and he strangled me and took my phone basically attempted murder this was on the start of may And the thing I’d my dad is saying he never did it and my dad is just paying the judge the system is pretty fucked for women and kids this really brought me back..

This is a more aggressive version of my dad. Same views, less harsh methods.

As a former person who was abused when I was 8, this is how it felt.

For those wondering: No, he didn’t murder the child. They probably got the dad to act, filmed the shots/scenes before adding the cartoon character on them and rendering/editing it. For the final part, they likely asked a child to lay down on the 2 steps or used a prop. *But i haven’t watched the behind the scenes or don’t actually know how it was done, so i might be wrong about something here.*

The kid friendly child abuse ad I was looking for. Finally I can now Rest In Peace.

The cartoony Design of the Boy in this PSA gives me some Ren and Stimpy,Spumco like vibes

0:16 angry grin

Bro, this man abused his son 4 times, put a cigarette in his forehead, absolutely pushed his son down the stairs and killed this child, bro what kind of parent does that, like sentence this man life in prison for just murdering this innocent child.

1:11 Now that's what I call "Knocked Out Cold"

Though this is a fictional video, I still feel bad that there are real parents out there that harm their kids physically and emotionally.

I feel like this would be a lot darker without the laugh track and sound effects, just the dad yelling

The actor is the same guy who plays the abusive dad in the this is England series - lols dad 😭

The creator of this psa said they could never show the amount of abuse that goes on in a home to a real child, but a cartoon one was fine. They had to shock people. Someone said that this advert allowed them to relise what they sufferd from wasnt normal.

I was scared of this back then and its still scary now! I can't even watch this!!!😨😨😨😨😨

Homer VS Bart in a nutshell. I wonder if The Simpsons have ever satirised this ad. If not, they should, hopefully NSPCC should approve of it.

Whoever laughed at this should be ashamed..., it's not funny, it's quite scary and pretty sad... well at least towards the end.

This makes me feel an emotion that I can’t explain

I'm a kid and it hurts to see them his i feel like ima 😢

He definitely killed that kid.... 😭😭😭😭😭 Abuse needs to STOP

0:58 piss piss piss

I would kill to see a whole show in the art style of how they drew the kid. Very appealing character design. The way he moves is also really fluid and expressive.

I just thought of something: in the bedroom where the dad's hitting the kid, he says "Why do you make me do this?", and I feel like that relates to how many abusive fathers aren't intentionally evil, but they become corrupt from domestic issues at home like work, marriage, money and etcetera, that instead of finding a way to feel better, they just take out their rage on the kid. And the kid ends up carrying a burden of being the meat in the sandwich with problems they most of the time have nothing to do with.

It's really worth reading the actor Alan Cumming's book. He experienced this type of abuse and sheds so much light on it.

This is not funny this is freaking sad!

I know that many people are probably gonna be butt hurt about this. But the guy whos playing the abusive parent is a really good actor. I mean practically anyone can play the role of the abusive parent in this PSA but for some reason this dude is playing the role really well and giving it an authentic and genuinely real scene. I know some abusive parents dont act like this and can be abusive in different ways but he really gives off a genuine feel of an abusive parent. (Also for the guy, i know that he probably is a good guy and does probably feel bad watching himself act as the abusive parent but im just complimenting on his authenticity and acting skills)

this is one of the most powerful PSAs out there

This is the darkest video I have ever seen like daaam

It's unnerving because it's true. Real-life children don't have the protection of cartoon physics like this one here.

0:29 We’d all feel that kind of pain being hit by a squeaky toy.

1:05 i warned you about stairs bro

Commercial was so Brutal they had to use a cartoon and use the real deal at the end

I was abused as a kid... and seeing the sad confused look on the boys face after his dad hurts him.. almost as to say "why? What did i do wrong?" made me bawl my eyes out. I damn near started hyperventilating..

Oh boy I remember watching this when I was 5 and I was crying when the kid died 💀

If this was real, the abusive father would be treated the same way he treated his child by the other prisoners while in prison.

I really like this..Not because the kid is getting hurt,its because it brings tension from the viewer as he/she isnt knowing what to expect yet,as the cartoon boy is getting hurt,the background people laugh,as the viewer is confused if they should laugh or not too,this gets them worried in dead shock but shake it off until the end where (Spoilers) It was a real little boy the father was abusing..The amount of tention and shock give a perfect balance to keep the viewer hooked,and lead to them being upset over the video because of it

How many of you all thought this was one of those CN bumpers from the 2000s

This most me one of the most tragic but also clever PSAs I saw in a while