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HEAVY HITTING

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The graphic nature of three TV spots depicting the impact of childhood abuse has prompted Connecticut networks to post warnings before they air.
MCS Advertising & Production created the ads, which seek donations of time and money for the Village for Families & Children, a Hartford housing and counseling center for victims of abuse. The tagline: "For some of these kids, time's running out."
The most graphic of the three shows a mother physically abusing her teenage daughter while her young son looks on. PBS wouldn't run the ad unless MCS cut out the violence, which was about half the 30-second spot, said Lawrence Marks, president and creative director at the West Hartford shop.
The purpose of the ads was to "get in people's faces and make them react, make them feel responsible as members of society," Marks said.
The spots are airing during prime-time news and financial programs through year's end.
MCS also created a billboard for outside the Bradley International Airport in Hartford that shows the face of a battered girl. The text reads, "If you think this is hard to look at in black and white, you should see it in black and blue."
This is the first project MCS has done for the Village. --Lauren Wiley