Police Scotland launches new domestic abuse campaign
A new campaign, launched today, calls on men to reflect, take action and stop domestic abuse before it starts.
‘Is That Me?’ Police Scotland’s latest domestic abuse campaign targets young men, aged 18 – 25 years, and highlights behaviours that in new relationships are abusive and might be indicative of future, escalating abuse.
Launching the new campaign Assistant Chief Constable, Bex Smith, Police Scotland said: “Stopping your new partner seeing friends, checking their phone, demeaning them, is neither caring nor romantic. These are controlling, abusive behaviours.
“In the campaign, we are asking men to reflect on how they behave. If they see themselves and their behaviour in this campaign, then they need to take a hard look at themselves and get help.
“Domestic abuse comes in many forms, and it’s not always obvious at the start of a relationship but there can be early signs of attempts to control and coerce. And we know from victims that it is these psychological, controlling and coercive behaviours that often have the most lasting impact.
“With this new campaign, launched just ahead of the festive period when we see an increase in reports of domestic abuse, we want men to take action and get help. Don’t be an abuser: don’t turn a promising relationship into an abusive one.”
The new ad will be shown across a range of social media channels, including, for the first time, Tinder, from today (13 December) and throughout the festive period.
It signposts men to a dedicated website for help, if they see themselves and their behaviour in this ad.
ACC Smith added: “Abuse starts somewhere. Abusers may start out charming and likeable but they can quickly change.
“There is always an opportunity to reflect, to intervene, and to stop.
“The vast majority of domestic abusers are men, most victims are women. We are committed to tackling all forms of violence against women and girls. It’s up to men to take action to tackle violence and abuse.”
The new campaign advert can be viewed here
The website address is www.scotland.police.uk/IsThatMe
