It’s Not Love. It’s Abuse: new campaign to highlight signs of coercive control

A new campaign is using the words of victim-survivors to help people recognise the signs of coercive control.

Created by the Northamptonshire Serious Violence Prevention Partnership (NSVPP), the It’s Not Love, It’s Abuse campaign centres on a series of in-depth video interviews portrayed by actors using the words of three victim-survivors: Anne, Paul and Louise. The videos show how coercive control can develop gradually over time impacting a person’s confidence, safety and independence.

Short clips from the interviews will be shared across social media and the participants’ words will be used in advertising across the county encouraging people to know the signs of coercive control.

Coercive control is a pattern of behaviour where someone repeatedly controls, intimidates or isolates a person. Over time this causes someone to feel anxious, withdrawn and completely dependent on the person harming them.

This campaign was developed in collaboration with local partners from the domestic abuse sector. Rachel Duncan CEO of Northamptonshire Domestic Abuse Service said:

“We are pleased to see partners across Northamptonshire coming together to create and promote this campaign, raising awareness of coercive and controlling behaviour.

Through the Domestic Homicide Review process, we have heard from families who sensed something was wrong but were unable to identify it. This campaign aims to help friends and family identify the warning signs of coercive control; a dangerous form of domestic abuse that must be treated with the same seriousness as physical violence.

The message is clear: it’s not love, it’s abuse. Recognising the signs could save a life and help prevent the devastating consequences of coercive control.”

The campaign encourages people to reflect on those closest to them and consider whether they’ve noticed any signs of concern. These signs can include increased isolation, changes in confidence, and anxiety about a partner’s reactions.

In the videos Anne, Paul and Louise describe how their experiences have shaped them and why they chose to take part to help others recognise the signs of abuse earlier. Northamptonshire Police, Fire and Crime Commissioner Danielle Stone said:

“Coercive and controlling behaviour is a serious form of abuse that can have devastating and long-lasting consequences for victims and their families.

“By sharing their experiences, Anne, Paul and Louise have helped shine a light on how this abuse can develop and how it can strip people of their freedom, confidence and sense of self. Their voices are central to this campaign and will help others recognise the signs sooner.

“If anyone recognises these behaviours in their own life, or in someone they care about, please know that support is available – no one should have to live in fear.”

For more information about the campaign visit the It’s Not Love, It’s Abuse campaign page.

To watch the full interviews visit the It’s Not Love, It’s Abuse YouTube Playlist.