NSW ramps up coercive control education campaign

THE Minns Labor Government is expanding its coercive control education campaign, aiming to further increase understanding of the abuse among younger people.

Advertisements for the “It’s not love, it’s coercive control” campaign will run on YouTube, Instagram and TikTok, targeting people aged 16 to 40 through the platforms they use most.

The campaign will also feature sponsored content on the podcasts It’s a Lot with Abby Chatfield, Do Go On with Matt Stewart, Jess Perkins and Dave Warneke, and Lamestream Media with Osman Faruqi and Scott Mitchell.

A takeover of NITV digital livestreams, radio and podcasts will also extend the campaign’s reach into Aboriginal communities.

The original campaign launched in June 2024 ahead of the commencement of the NSW Government’s coercive control laws.

The initiative forms part of the Minns Government’s broader response to domestic and family violence, which includes strengthening protections for victim-survivors and holding perpetrators accountable.

Since coming to office, the Government says funding for domestic and family violence programs has been more than 50 per cent higher than budgets before the 2022-23 financial year, with increased investment delivered in every budget.

Independent research found awareness of coercive control increased from one in three people before the campaign to one in two afterwards, according to NSW Government.

The research found more people could correctly identify behaviours associated with coercive control.

Coercive control is a form of domestic abuse that can cause significant harm.

It involves a pattern of behaviour designed to repeatedly hurt, intimidate or isolate another person in order to control them and while it can include physical violence and sexual abuse, it does not have to.

In NSW, coercive control is a criminal offence when directed towards a current or former intimate partner.

Data from the NSW Bureau of Crime Statistics and Research (BOCSAR) covering the first 18 months of the laws shows NSW Police recorded 473 incidents of coercive control and laid 22 charges.

The state’s awareness campaign has been translated into 18 languages, with coercive control depicted as a spider’s web to illustrate how coercive control traps victim-survivors through an ongoing pattern of behaviour.

The Real Lubly campaign, focused on raising awareness in Aboriginal communities, has included vodcasts featuring well-known Aboriginal personalities, a healthy relationships quiz and a yarning guide to encourage conversations about coercive control.

Last year, the campaign was expanded to include older people and people with disability.

Minister for the Prevention of Domestic Violence and Sexual Assault Jodie Harrison said coercive control is a damaging and often misunderstood forms of abuse.

“Coercive control is an insidious form of abuse,” Harrison said.

“We are shining the light on it and raising awareness in young people so they can recognise the signs and behaviours, before it escalates into other forms of violence.”

She said the government would continue investing in public education and support services to help people affected by coercive control.

“The expansion of this campaign makes sure we continue to focus on educating the community, and encouraging people to seek support if they are experiencing coercive control,” she said.

For confidential advice, support, and referrals, contact 1800 RESPECT or 13 YARN.

If you or someone you know is experiencing domestic and family violence, call the NSW Domestic Violence Line on 1800 65 64 63 for free counselling and referrals, 24 hours a day, 7 days a week.

If you or someone you know has experienced sexual violence, call the Sexual Violence Helpline on 1800 424 017 for free counselling and referrals, 24 hours a day, 7 days a week.

For information on Men’s Behaviour Change Programs operating in your local area, contact the Men’s Referral Service on 1300 766 491.