The Scottish Government

Domestic Abuse

Abuse

The challenge

Lots of cases of domestic abuse go unreported. People assume it’s just physical abuse and doesn’t include controlling behaviour.

The bold idea

Ads were tailored to lots of different media that replicated the controlling behaviour of abusers. They told victims that this is also domestic abuse, and to ask for help.

Abuse
Abuse
Abuse
Abuse
Abuse
Abuse

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