Domestic violence victim advocates have labelled as “disgraceful” a Bendigo brewery advertisement in which a man is shown hitting women and children.
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The video, which appeared on the True Brew Facebook page on Thursday afternoon, also depicts an actor hitting other men, police officers and animals, and is accompanied by text reading, “When your mates say they can’t make it to True Brew on a Friday night.”
The footage was taken from a Comedy Channel parody of Australian book and television show The Slap.
The video was removed from the brewery’s Facebook page within hours after several internet users expressed their dismay.
“Bad choice,” one follower wrote.
“Domestic violence, and violent behaviour shouldn’t be promoted as acceptable in this way and used to advertise your business.”
“Not appropriate,” another Facebook user added.
True Brew co-owner Lachy Poyser said the video was meant as a “comedic satire” and described it as a “slip-up that’s now been rectified”.
“We were seeing it as something that was basically comedic satire and not something that was supposed to encourage violence, especially domestic violence,” Mr Poyser said.
“Once people started getting upset about it, we chose to take it down instead of uspetting anymore people.”
He said several followers found the video funny and a female member of staff who was present for its posting was not offended.
Thirty-eight Facebook users liked or gave a “haha” reaction to the video by 3.15pm this afternoon.
But Annie North Women’s Refuge chief executive officer Julie Oberin, whose organisation offers shelter to women and children escaping violent homes, said businesses must take responsibility for the messages in their advertising.
Making light of violence only trivialised the issue, she said.
“It's just disgraceful,” Ms Oberin said.
“If we're going to cut through this culture of violence against people in any way or form, we've got to start with each other.”
She also said the homemade advertisement, which suggests the man’s violence could’ve been avoided if he had access to alcohol, was misguided.
Mr Poyser said his workplace was aware of the link between alcohol and violence, saying the craft brewery encouraged visitors to drink responsibly.
If you or someone you know is the victim of domestic violence, phone 1800 RESPECT on 1800 737 732.
Mark Kearney
Journalist. Traveller. Pop culture connoisseur. Mark is passionate about education, the arts and social justice, especially stories affecting the LGBTI community.
Journalist. Traveller. Pop culture connoisseur. Mark is passionate about education, the arts and social justice, especially stories affecting the LGBTI community.
