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New phase in domestic abuse campaign
22/12/2005
New TV and radio adverts to raise awareness of the impact of domestic abuse will be broadcast from Boxing Day, it was announced today.
The television advertising breaks new ground by highlighting the psychological abuse which many women suffer over a long time. It shows how a woman going about her daily routine is constantly reminded by her partner's behaviour and how he makes her feel.
The radio advertising addresses the impact of domestic abuse on children and young people. The advert portrays from a child's perspective how they feel lonely, scared and isolated, often fearing for their own and their mother's safety.
Deputy Communities Minister Johann Lamont said:
"It's a sad fact that domestic abuse is all too prevalent during the festive season. As people get together with their loved ones to enjoy their Christmas and Hogmanay, many women will suffer terrible abuse in their own homes.
"Domestic abuse is a reality for too many people. Through our national campaign we are determined keep this issue in the public domain and that people experiencing it and their concerned relatives and friends know where they can turn to for help.
"As we continue to raise awareness it is important to show that domestic abuse takes many forms and has far reaching effects and consequences. In this year's advertising we are highlighting the controlling nature of the abuse and the impact this has on children.
"Not all forms of domestic abuse show bruises, but the damage can be just as savage and run much deeper.
"Psychological and emotional abuse creates a constant climate of fear. For the first time, the campaign seeks to bring this to the forefront through powerful new television adverts.
"This isn't about asking couples to be nice to each other, this is about tackling the systematic, persistent manipulation and control which erode a woman's security, self-esteem and health.
"We also know that domestic abuse has a traumatic effect on children.
"No child should ever live in fear for themselves or their loved ones. We have to acknowledge that for many children throughout Scotland. Christmas is a time of anxiety and foreboding rather than anticipation and fun.
"With figures telling us that on average a woman may not come forward for help until after the 35th time she has been assaulted, I hope that these adverts may also encourage women experiencing abuse to reach out for help earlier.
"In all its forms, for all those involved, we are clear and our campaign will state again - Domestic abuse, there's no excuse."
- The Scottish Domestic Abuse Helpline number - 0800 027 1234 - will be publicised at the end of the adverts.
- The television adverts will be broadcast on STV, Channel 4 and Channel 5 between Monday 26 December 2005 and Sunday 29th January 2006.
- The radio adverts will be broadcast on commercial stations across Scotland between 26 December 2005 and 29 January 2006.
- The total cost of this phase of the campaign is £300,000.
- The new television or radio adverts have been develop Edinburgh-based company Newhaven. Actress Daniela Nardini provides the voiceover for the adverts.
- 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. Calls cannot be traced. 20,014 calls were received by the Helpline between December 2004 - November 2005.
- More information on help available, advice and the campaign can be found at www.domesticabuse.co.uk. The internet address cannot be traced.
- A campaign to raise awareness of domestic abuse in Scotland initially began in 1998 under the Scottish Office and the Scottish Executive developed the Domestic abuse, there's no excuse campaign.
- It is estimated that 100,000 children and young people are living with domestic abuse in Scotland. Research shows that in 90% of cases of domestic abuse, children are in the same room or the next room and that children make up more than half of all residents in refuge (Scottish Women's Aid).
- The Executive's National Strategy to Address Domestic Abuse in Scotland includes support for: the Scottish Domestic Abuse Helpline; a Refuge Development Programme; the Violence Against Women Fund; local Rape Crisis Centres; Scottish Women's Aid and Rape Crisis Scotland.