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Ad on domestic violence

Ad asking young boys to hit a girl goes viral

What happens when you put a boy in front of a girl and ask him to slap her?

Online Italian newspaper Fanpage.it sought to answer the question with this little social experiment. The bigger issue it sought to address was one of domestic abuse in Italy, with  a 2012 United Nations report calling it “the most pervasive form of violence” in the country. While a major issue in Italy, domestic violence is not unfamiliar to many nations in Asia as well.

Young Italian boys are placed in the experiment, and a pretty young girl is brought in to interact with them. The boys appear to like her, and the interviewer builds rapport with each boy and the girl, asking them to compliment her and caress her hair and hands, amongst other things.

Then he asks them to slap her, hard. Here’s how it turned out, and how the ad made its point.

At the time of publishing, the video had more than 37 million views since being published on 4 January.

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