Challenge

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Right now, only 2 in 5 Australians know what coercive control is. While physical violence is called out, as a society we tend to overlook or minimise coercive control by using language like ‘protective’ or ‘worried’ to describe the behaviours of the perpetrator.

Solution

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Our campaign was designed to challenge the reframing of controlling behaviours as love and help bystanders to spot the patterns of coercive control. To do this, we immersed our audience in these complex relationships putting them in the literal seat of the person experiencing violence. Our perpetrators broke the fourth wall speaking direct to the audience allowing them to experience the gradual shift from charming to menacing and spot controlling behaviours all in a few short sentences.

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