‘It’s not love, it’s coercive control’ campaign expands across social media

Ads for the "It's not love, it's coercive control" campaign will run across YouTube, Instagram and TikTok to reach people aged 16 to 40 years where they consume most of their media.

In addition, sponsored content will also appear on podcasts "It's a Lot" with Abby Chatfield, "Do Go On" by Matt Stewart, Jess Perkins and Dave Warneke, and "Lamestream Media" by Osman Faruqi and Scott Mitchell.

A takeover of NITV digital livestreams, radio and podcasts will further expand the campaign to Aboriginal communities.

The initial campaign was launched in June 2024, before the NSW Government's nation-leading coercive control laws commenced. Independent research found it increased understanding of this form of abuse from 1 in 3 people pre-campaign to 1 in 2 post-campaign.

More people were also able to correctly identify key behaviours linked to coercive control.

Coercive control is domestic abuse and can cause serious harm.

It is a pattern of behaviour when someone repeatedly hurts, scares or isolates another person to control them. It can include physical violence and sexual abuse - but it doesn't have to.

In NSW, it is a criminal offence when a person uses coercive control towards a current or former intimate partner.

BOCSAR data for the 18 months since the law commenced shows 473 incidents of coercive control recorded by NSW Police and 22 charges laid.

The NSW Government's coercive control awareness campaign has so far been translated into 18 diverse languages, with coercive control depicted as a spider's web to show how it traps victim-survivors over time with a pattern of behaviour.

The "Real Lubly" campaign focused on raising awareness in Aboriginal communities included vodcasts starring well-known Aboriginal personalities, a quiz exploring healthy relationships, and a yarning guide to support conversations about coercive control.

Last year, the campaign was further expanded to target older people and people with disabilities.

This is part of the Minns government's wider effort to address domestic and family violence by strengthening protections for victim-survivors and holding perpetrators to account. Since coming into government, the total domestic and family violence program budget has been over 50 per cent higher than budgets leading up to the 2022/23 financial year. In every budget Labor has increased investment to address domestic and family violence.

To see the coercive control campaign materials, go to https://www.nsw.gov.au/family-and-relationships/coercive-control/our-campaigns.

Attorney General Michael Daley said:

"It's vital that victim-survivors and their families understand the many forms coercive control can take including stalking, intimidation and assault.

"This campaign is designed to help people identify the signs of coercive control and get help.

"We are determined to hold perpetrators of domestic and family violence to account while ensuring victim-survivors have the support they need to seek justice."

Minister for the Prevention of Domestic Violence and Sexual Assault Jodie Harrison said:

"Coercive control is an insidious form of abuse.

"We are shining the light on it and raising awareness in young people so they can recognise the signs and behaviours, before it escalates into other forms of violence.

"The expansion of this campaign makes sure we continue to focus on educating the community, and encouraging people to seek support if they are experiencing coercive control.

"This is part of our continued efforts to address domestic and family violence in our state, including strengthening protections, holding perpetrators to account, earlier intervention and stopping the violence before it starts."

Support:

If you or someone you know are in immediate danger, call the Police on Triple Zero / 000.

For confidential advice, support, and referrals, contact 1800 RESPECT or 13 YARN.

If you or someone you know is experiencing domestic and family violence, call the NSW Domestic Violence Line on 1800 65 64 63 for free counselling and referrals, 24 hours a day, 7 days a week.

If you or someone you know has experienced sexual violence, call the Sexual Violence Helpline on 1800 424 017 for free counselling and referrals, 24 hours a day, 7 days a week.

For information on Men's Behaviour Change Programs operating in your local area, contact the Men's Referral Service on 1300 766 491.