Child Gets 'Beaten' in Children's Rights PSA

You have to wonder what sort of direction the child in this Ogilvy Dublin-created PSA for Ireland's children's rights group the Society for the Prevention of Cruelty to Children was given prior to the shoot. To be pushed and shoved and hot - albeit stunt-style safe - must have been difficult. But we suppose children in these situation have to build up certain immunities and defense mechanisms to live in a world where their parents beat them.

It's certainly attention grabbing work.