'Hit the Bitch' Site Preaches Against Violence

Danish 'game' takes unusual approach to PSA
By Nick McMaster,  Newser Staff
Posted Nov 17, 2009 5:31 PM CST
A screenshot from 'Hit the Bitch.'   ('Hit the Bitch' campaign, Denmark)
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(Newser) – It’s supposed to be a PSA against domestic violence, but ‘Hit the Bitch’—a webgame from a Danish advocacy group—takes things to a disturbing level. Users manipulate a big onscreen hand to beat a model, with their score advancing from “100% pussy” to “100% gangsta” with every new bruise. But when one reaches “100% gangsta,” the screen in fact changes to “100% idiot”—the only indication it is indeed anti-violence, AdFreak reports.

That "doesn't feel like much of a rebuke," blogs Tim Nudd. "Perhaps you're supposed to feel guilty, like a real-life abuser might, for continuing to hit the woman just to see what happens next? Who knows. Maybe something's getting lost in translation."