- The Scottish Government
- Advertising and Design
Lots of cases of domestic abuse go unreported. It's often assumed it only involves physical abuse. We needed to raise awareness of new legislation criminalising coercive controlling behaviour, to encourage those affected to seek help.
The bold idea
Ads were tailored by media type to replicate the controlling behaviour of abusers, helping victims and those close to them to recognise this is a form of domestic abuse.
95% agreed that ‘intimidating and controlling behaviour is domestic abuse’. And in the month of the campaign launch, we saw a 65% year on year increase in calls to the Domestic Abuse Helpline.
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