A push to increase awareness in younger people will see the state government’s highly-effective coercive control education campaign expanded.

After being launched in June 2024, due to a rise in offences, the crusade then targeted older residents and those with disabilities last year.

Now, ads for “It’s not love, it’s coercive control” will run across YouTube, Instagram and TikTok to reach individuals in the 16-to-40 age demographic.

In addition, sponsored content is set to appear on podcasts It’s a Lot with Abby Chatfield, Do Go On by Matt Stewart, Jess Perkins and Dave Warneke, and Lamestream Media by Osman Faruqi and Scott Mitchell, as well as NITV digital livestreams, radio and podcasts to reach Aboriginal communities.

“Coercive control is an insidious form of abuse,” Minister for the Prevention of Domestic Violence and Sexual Assault Jodie 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.

“The expansion of this campaign ensures we remain focused on educating the community.

“It’s part of our continued efforts to address domestic and family violence in our state, including strengthening protections, holding perpetrators to account, earlier intervention and stopping the violence before it starts.”

Coercive control is a pattern of behaviour when someone repeatedly hurts, scares or isolates another person to control them.

It can include physical violence and sexual abuse.

In NSW, it’s a criminal offence when a person uses it towards a current or former intimate partner.

BOCSAR data for the 18 months since the law began shows 473 incidents of coercive control recorded by NSW Police, with 22 charges laid.

“It’s vital that victim-survivors and their families understand the many forms it can take including stalking, intimidation and assault,” Attorney General Michael Daley said.

“This campaign’s designed to help people identify the signs of coercive control… and get help.

“We are determined to hold perpetrators of domestic and family violence to account while ensuring victim-survivors have the support they need.”

SUPPORT

• If you or someone you know are in immediate danger, phone the Police on Triple Zero
• 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, seven 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, seven 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

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