Terrifying PSA Turns Drunk Parents Into Literal Monsters

If fear is a great motivator, then hopefully this PSA for children's charity Fragile Childhood will get its share of alcoholic parents to stop drinking. The ad, created by Finnish agency Euro RSCG Helsinki, asks "How do our childen see us when we've been drinking?" and shows several terrified children being haunted by horrifying monsters who are actually their mothers and fathers. Will the PSA will be as effective as it is nightmarish?

Horrifying PSA Asks: Are You a Monster When You're Drunk? [Adweek]

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Nuance is a lost art, I think. There are different levels of drinking. There's drinking, there's drunk, there's addicted, there's out-of-control addicted. I'm not sure what the point of the PSA is, ultimately, since it seems to suggest that parents aren't ever supposed to drink, or at least aren't supposed to consume alcohol if their children might see them afterward. Parents who have been drinking are monsters! Alcohol is bad! Let's all become teetotalers because moderation and responsible behavior are no longer permitted ways to live.

I'm a child of an alcoholic and I honestly do not think this ad makes sense. What is its point and why should I care, really? Suggesting all drinkers are evil is like calling all men rapists or all adults child molesters if they spend time with kids. It's a confused message and one which does nobody any favors.