This Christmas, a new billboard poster advert will reinforce the message that many in Scotland live with domestic abuse, as the annual awareness-raising campaign begins.
This phase builds on the approach taken last year which highlighted that domestic abuse can take many forms including psychological abuse.
The new striking image characterises how those experiencing domestic abuse often mask what is going on, putting on a ‘fake smile’ or ‘brave face’ but in reality living in fear and pain, being manipulated or controlled.
It shows a man, woman and child sitting on sofa with superimposed exaggerated smiles on the faces of the woman and the child. The advert will run alongside the existing television advert and radio advert, sharing the common message of the impact of psychological, emotional domestic abuse.
Announcing this year’s phase of the campaign, Communities Minister Malcolm Chisholm said:
“It saddens me that we still need a campaign to raise awareness of this issue and ensure people know where to turn for help.
“But while domestic abuse and violence against women continues in Scotland, we must continue to reach out to those affected and say loudly and clearly that there is no excuse for this and it will not be tolerated.
“Last year’s advertising broke new ground by highlighting the devastating impact of psychological abuse on those experiencing the abuse directly and on children, who often witness the abuse.
“Many women identified with the scenarios being portrayed and contacted the helpline for advice and support.
“Fake smiles and brave faces often hide the reality. Most of us will have someone in our lives – a friend, a relative, a colleague – who day in, day out experiences domestic abuse and we must all do what we can to put an end to this.”
The television advert shows the psychological abuse which many women suffer over a long time by showing a woman going about her daily routine constantly being reminded by her partner’s behaviour and how he makes her feel.
The radio advert portrays the impact of domestic abuse on children and young people by showing from a child’s perspective how they feel lonely, scared and isolated, often fearing for their own and their mother’s safety
The Scottish Domestic Abuse Helpline number is 0800 027 1234. It’s free, confidential, non-traceable and available 24 hours a day, 365 days of the year.
Background:
The campaign television advert will be broadcast on STV, Channel 4 and Five between 26 December 2006 and 14 January 2007.
The radio advert will be broadcast on commercial stations between 26 December 2006 and 21 January 2007.
The new billboard advert will be displayed at 115 sites across Scotland from today, 18 December 2006.
The current cost of this phase of the campaign is ?167,000
The advertising agency for the Domestic abuse, there’s no excuse campaign is Edinburgh-based agency Newhaven.
The Scottish Domestic Abuse Helpline is available 24 hours a day, 7 days a week, 365 days a year. The number is 0800 027 1234. The helpline is supported by THUS, which provides the telephone network and technology for the volunteer team.