The country's ISPCC (The Irish Society for the Prevention of Cruelty to Children) recently released the second video in their latest campaign (above), titled "Children Believe What They Are Told."
It's a strategy that's been used before in the category, but not nearly so direct and confronting as this.
Quoting from the ISPCC YouTube page:
The girl in the video encompasses the many stories we hear from children every day of the week, children who experience feelings of worthlessness, who feel unloved and feel they do not deserve to be happy.
Below is the even more brutal—literally—commercial from the organization that was banned by the country's ASA last year. The boy deserves an Oscar—try not to be moved.
Ad agency: Ogilvy, Dublin.