Everyone knows separation and divorce are difficult for everyone involved, however in the heat of the moment parents sometimes say things that can have serious long term effects on children.
SIRE (Foundation for Idealism in Advertising) and 180 Amsterdam have made this campaign to create a new awareness about divorce, and just how harmful the effects of a 'bad' divorce can be for children. Also how these effects can last for the child's entire life, shaping their behaviour and experiences in years to come.
The campaign is called "Marked for Life" and it shows how the words you say in divorce can leave a mark forever. The TV, print and website portrays young children marked by tattoos that repeat the words they overheard during their parents' conflicts.