See the Signs of Coercive Control: See the Signs of Coercive Control

Coercive control is a form of domestic abuse that spirals into more severe types of abuse such as verbal and physical violence.
Insidious and destructive, coercive control is a pattern of behaviour rather than a single incident. It can be hard to spot, especially for young people with little to no relationship experience.We created a campaign to inform and educate people 15 - 25 on the signs of coercive control to help break the cycle of domestic abuse where it starts. And with a need to reach our audience where they are, we used a media they commonly engage with – ‘how to’ TikTok posts. And then we subverted them.

In the video, people recount first person-stories of their relationships, with red flags appearing at every instance of coercive control, clearly highlighting the signs.

The result – an unexpectedly engaging and informative piece that raises awareness and understanding of an alarming, social problem, with an audience who are the most vulnerable.