"Shit Kids Say" video is a dark, effective child abuse awareness ad.

Unlike 90% of these types of PSAs, I think this new spot for UK children's charity NSPCC might actually prompt some action—because the kid actors sell it. It's good, but not quite as good as this amazingly powerful Irish child cruelty TV commercial from last year.
Directed by Amanda Boyle. Ad agency: Inferno, London.