The harrowing reality of abuse is being used in a new domestic violence campaign aimed at making dads take action.
The Hidden Face campaign focuses on the children of domestic violence households and puts the onus on men to stop the next generation becoming abusers.
Billboards depicting sentiments such as, "I'm going to be just like you when I grow up dad", will be displayed around the Mackay region for the next year.
Others include, "I'm going to marry a man just like you" and "I'm going to remember what I learn from you dad".
Mackay Women's Services executive director Linda-Ann Northey said the campaign was not just aimed at men who used violence, but the majority of fathers who could be good role models.
The campaign provides a platform for the region's residents to become a business or community champion.
The champions can take part in training about the impact on children and how to take responsibility in their corner of the community.
People who nominate themselves to be champions can help bring about change by directing perpetrators and victims to help services and creating safe spaces within their communities.
Focus on children
Ms Northey said children of domestic violence households experienced issues with mental health, their capacity to cope with life and school, and sometimes turned to drugs and alcohol.
"What we're finding most lately is children and young people lashing out at their siblings or their mums," she said.
Ms Northey said the effects of a violent household followed children into adulthood.
"There will be some that will lash out and become abusive to others but many more will end up in a similar situation."
Ms Northey said she wanted the campaign to create role models for those affected by domestic violence and encouraged residents to step forward.
"If the only thing a community member has to donate is their time and support and learning, so they can maybe talk to a friend or a work colleague or a family member in a positive way and get some extra support from a specialist, that would be amazing," she said.
Mackay police respond to about 15 call-outs per day, a number which has remained consistent throughout the past few years.
But Mackay Mayor Greg Williamson said the fact this figure had not changed did not mean more domestic violence was happening in the community, but rather hoped it implied more victims felt comfortable calling for help.
The campaign is just one of the ways in which the Mackay DV Taskforce is taking proactive steps to tackle domestic violence in the region.
