I went and had a look at the ad and it starts with the grandparents hugging one child and everything is grand. And then the second child doesn't want a hug. The closing strap line is "not everyone wants a hug. even from the people who love them. Awkward maybe. Important absolutely"

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Its a smart and human ad that says the needs of the child are as valid as the needs of the grandparents and that the grandparents don't get to override the child. No one is suggesting the grandparent are anything other than loving. And they get a big hug from another grandchild.

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The notion of children with agency freaks out the fascist tendancy (and everyone who is appalled by this ad is telling on themselves)

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they don’t want, they may be more vulnerable to other forms of touch they don’t want, or have already learned that if they don’t want it, it is their problem rather than an adult’s problem. That’s the issue.

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When they were growing up and support awareness of any abuse they may have experienced also. The message “it’s not the child’s fault” is good for *everyone*, older people included.

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