'Don't tell mum' abuse ad wins top gong

Controversial ad wins major award Tackles child sex abuse with humour Listen to the ad

A CONTROVERSIAL ad featuring a father who jokes about raping his daughter as the crowd at her 21st laughs has been named Australia’s best radio commercial.

The Adults Surviving Child Abuse (ASCA) ad, written by Steve Dodds, from agency Whybin TBWA in Sydney, was announced the winner of the 2009 Gold Siren this morning.

It contains the following exchange:

Daughter:
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’

Dad:
I’ve still got your sister! (laughter)

Daughter:
Dad!
Anyway I’d like to thank my parents for having me.......

Dad:
Every night for ten years! (laughter)

Daughter:

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…

Dad and Daughter:
… don’t tell Mum! (laughter)

ASCA is a national organisation which works to improve the lives of adult survivors of child abuse throughout Australia.

Is the ad too much? Tell us what you think.

The ad, one of three in a campaign, sparked heated debate on a recent episode of The Gruen Transfer, and has been criticised for being “insensitive”.

But Siren award judge Emma Hill, from agency Clemenger BBDO, described it as “hard-hitting”.

“It was the standout 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 said.

The ad will be automatically entered into the Cannes Radio Lions to be held next month at the Cannes Advertising Festival.


ASCA chairwoman Dr Cathy Kezelman said the organisation was "thrilled" with the impact of the radio campaign and said it spearheaded "real change".

"(The ads) ... confront the long-term legacy of child abuse head-on," she said.

Do what it takes to stop the abuse! - Watching Them