This is Tough to Watch. And That's the Point.

Screen grab courtesy of YouTube and the ISPCC

There have been many powerful public service ads for the prevention of child abuse over the years. Some are creative without really getting the message across. This one, for the ISPCC (Irish Society for the Prevention of Cruelty to Children) is controversial, difficult to watch, and impossible to ignore.

Be warned before you click: It's all just acting, but it certainly doesn't feel like it.

I don't know who the child actor is, but bravo young man. And the agency involved, a fine job. As a father, I would probably jump across the room and tackle the actor pretending to beat up my kid, it's that convincing.