This item was published during the term of a previous administration that ended in April 2007
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Abuse ad prompts record number of helpline calls
13/02/2006
Calls to the Scottish Domestic Abuse Helpline increased by 21 per cent over the six weeks since the start of the festive campaign to raise awareness of domestic abuse.
The new figures serve as a painful reminder on the eve of Valentine's Day that not all relationships are loving, with many women across Scotland experiencing domestic abuse.
DOMESTIC ABUSE HELPLINE - 0800 027 1234
The new television advertising, launched on Boxing Day, broke new ground by focusing on the psychological and emotional form of domestic abuse which is often experienced over a long period of time.
A total of 3,589 calls were received by the volunteers working at the freephone helpline - a rise of 21 per cent compared to a similar six-week period for 2004/05, when there were 2,968 calls.
Helpline Training and Support Co-ordinator, Liz Kelly, estimates that over half of all calls in this period were prompted by the new radio and television adverts, which particularly highlighted the effects of living with psychological abuse. Liz said:
"A vast amount of the callers mentioned the advert, as for many, it was the first time they realised that the abuse they were experiencing at home, was in fact domestic abuse. Those experiencing physical violence often recognise this as domestic abuse, but when its psychological abuse, many do not identify what is happening to them and so don't know or feel they can ask for help.
"It's more difficult to define because there are no bruises or injuries on show. Some women are subjected to relentless emotional and psychological abuse, where their partners create a climate of fear by using controlling behaviour. Women, in their own homes, are consistently being, undermined and scared by cruel remarks, having money withheld or taken from them, subjected to humiliation, blame, accusation and manipulation. The effects of this type of behaviour are devastating and at the helpline we provide women with the support and information they need to get help and change their lives."
Many people in relationships can mask their real situation, never revealing to friends, family members or colleagues the abuse they are experiencing. February 14th, Valentine's Day, is no different. While many couples will celebrate this day with hearts and flowers, many will also feel fear or be at the receiving end of anger and be abused behind the closed doors of their homes.
This year's Executive's television advert highlighted the effects of psychological abuse by showing a woman going about her daily routine being constantly reminded by her partner's behaviour and how he makes her feel.
Actress Daniela Nardini, who provided the voice-over for the television and radio adverts, is adding her support to raising awareness of domestic abuse. She said,
"I think this is an issue about respect. We can all understand what it must be like to live in constant fear or feeling controlled by others. We all deserve healthy, positive relationships, where we can share values, be our own people in relationships built on foundations of trust, support and love.
"The advertising campaign show just how devastating psychological abuse can be and I don't think anyone should ever experience this. It's sad to know that women are suffering in this way but I'm really encouraged that through these adverts, people are coming forward for support and advice. I really hope they continue to contact the helpline."
The television adverts were broadcast on STV, Channel 4 and Channel 5 between Monday 26 December 2005 and Sunday 29 January 2006. For more information on the campaign go to http://www.scotland.gov.uk/News/Releases/2005/12/22105632
The radio adverts - which focused on the impact of domestic abuse on children and young people in the home - were broadcast on commercial stations across Scotland between 26 December 2005 and 29 January 2006.
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. The Helpline is sponsored by Thus plc which has supported the helpline since it launched at the end of 2000.