Child abuse ad named radio commercial of the year

One of Australia’s most controversial advertising campaigns of recent years has been named the best radio ad of the year.  

The commercial for the charity Adults Surviving Child Abuse by Whybin TBWA Sydney has won the 2009 Gold Siren award for best radio ad of the year, as well as a Silver Siren for winner of the single advertisement category. Another ad, part of the ASCA campaign, has also won a Silver Siren as winner of the craft category.

The ad, written by Steve Dodds, had been heavily criticised including on TV show The Gruen Transfer. The campaign features family events where victims of child abuse crack jokes about the experience.

The awards were judged by the Siren Council, comprising creative directors and producers . Judge Emma Hill, Group CD at Clemenger BBDO said: “It was the stand out ad in terms of making you stay, listening and feel something, even though that something was incredibly uncomfortable. So many radio ads just wash over you and are easy to ignore. This one wasn’t.”

She added: “It’s hard hitting, yes. But I think it gets the message across that child abuse is very difficult to move on from and that victims need a lot of love and support to do so.”

Dodds said: “We figured people tune out to that kind of approach. A lot of people think victims of childhood abuse should just get over it and we wanted to show they can’t.”


ASCA 21st Radio


We are at a 21st birthday party. The crowd is chanting for a speech


Happy birthday to me! Well, today I’m 21 and officially an adult…

So I guess Daddy will have to find another ‘special little girl’


I’ve still got your sister!



Anyway I’d like to thank my parents for having me


Every night for ten years!


Stop being naughty Daddy. You know, I look at you tonight and I still remember the first

words you ever said to me after you raped me…


… don’t tell Mum!



If only it was this easy to get over childhood abuse.

For two million adult Australians, it isn’t.

We can’t change their past.

But together we can change their future.

For more information or to donate, contact us at

To hear the ad click here.child-abuse-ad


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