Watch the advert here: http://news.bbc.co.uk/1/hi/education/8513180.stm
The adverts send a strong message to 13- to 18-year-olds, challenging them to stop abusive behaviour, to seek help, as well as highlighting the signs and consequences of abuse.
The campaign includes television, radio and print adverts, as well as a website detailing sources of help. There will also be posters, leaflets for healthcare professionals and educational packs for schools.
TV adverts
The TV adverts asks teenagers ‘If you could see yourself would you see abuse?’
Discussing his involvement, top British director Shane Meadows said:’ It was great to work with the Home Office on such an important campaign. Teen violence is a subject that is close to my heart as I grew up in a place where violence and bullying were an integral part of life and accepted as the norm.
'My job as director was to make sure that these adverts are compelling, real and utterly authentic. They give you the chance to look back at yourself and your actions, and have a moment when you can step out of the immediacy and complexity of the moment. They show you that there is another choice.’
Greater impact on girls
Recent research by the NSPCC uncovered that young people have shockingly tolerant views on the acceptability of violence in relationships and that it is surprisingly prevalent.
Although both sexes experience partner violence, the research shows that the impact of this is much greater for girls. A quarter of girls and 18 per cent of boys reported some form of physical violence, while nearly three quarters of girls reported some sort of emotional abuse in their relationships.
Abuse can take many forms, be it physical, emotional, sexual or even financial, where someone may be forced to work, or have money taken from them.
Changing attitudes
Home Secretary, Alan Johnson said: ‘We hope this campaign will help teenagers to recognise the signs of abuse and equip them with the knowledge and confidence to seek help, as well as understanding the consequences of being abusive or controlling in a relationship.
‘Changing attitudes will take time but it is essential if we are going to stop violence against women and girls.’
The campaign is the first part of a long-term communications campaign announced in the Together We Can End Violence Against Women and Girls strategy launched in November 2009. It is part of the strategy’s wider work which aims to prevent violence occurring and challenge attitudes that this kind of abuse is acceptable.
Evidence shows that coercive and controlling behaviour is more likely to escalate into violence and lead to repeat instances of violence, so it is important to try to break this pattern before young people become repeat victims and offenders.
