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'What your partner says is normal might not be': Women’s Aid game show ad highlights coercive control

Campaign 25 Nov 2021 11:54

A new ad from Women’s Aid has highlighted the signs of coercive control in relationships.

The spot, made pro bono by Engine Creative, is stylised as a bright and brash game show “Spot the Abuse” and launched today (25 November) on International Day for the Elimination of Violence against Women.

Three female contestants stand before a game show host. Starting confidently and with bright smiles, they answer questions such as “Your partner often tells you what to wear and gets moody if you don’t agree. Is this normal?”.

All three questions are answered with a “Yes” and air of certainty, only for the host to tell them that the actions in question are signs of coercive control.

As the women’s smiles begin to fade, and their partners in the audience look uneasy, the claps of the audience continue and the show’s theme tune continues to blare out.

The spot ends with the call to action: “Many of us struggle to spot the signs of coercive control. What your partner says is normal might not be.”

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International Day for the Elimination of Violence against Women