11/26/2014 01:50 pm ET

Bruised Little Girls Curse In New FCKH8 Ad For Domestic Violence Awareness Tank Top

The "potty-mouth princesses" are back, this time with bruises.

For-profit t-shirt company FCKH8 has released a new shock-value video of little girls cursing to raise awareness about domestic violence -- and sell a t-shirt.

This video is promoting a new FCKH8 tank that reads "Break the Silence on Domestic Violence." According to FCKH8, 100 percent of the profit from these tanks (estimated at $9 per $15 tank) will go "directly to charities working to stop domestic violence in communities across the nation."

As Isha Aran at Jezebel pointed out, the ad is incredibly unsettling -- but so obviously intended to shock.

"The ad acknowledges how graphic it is, only to unload the discomfort it generates on the viewer -- it creates a zero-sum game of guilt where there isn't one," Aran wrote. "Yes, I have a problem with the fake fucked-up face, but that doesn't mean I don't have a problem with domestic violence, and it seems dangerous to conflate the two."

The sight of little girls swearing is almost as jarring as their bruised faces and fat lips. Whether or not the video inspires you to purchase the shirt it's selling, raising awareness about domestic violence can only be a good thing.



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