The NSW Government is broadening its coercive control awareness campaign, targeting younger audiences through social media, podcasts and Aboriginal media platforms as it seeks to improve understanding of a form of abuse that often goes unrecognised.
The latest phase of the “It’s not love, it’s coercive control” campaign will run across YouTube, Instagram and TikTok, focusing on people aged 16 to 40. Sponsored content will also feature on popular podcasts including “It’s a Lot” with Abby Chatfield, “Do Go On” and “Lamestream Media”.
The campaign will further extend its reach through NITV digital livestreams, radio and podcasts, with a focus on engaging Aboriginal communities.
Coercive control refers to a pattern of behaviour used to dominate, isolate, intimidate or manipulate another person. While it can include physical or sexual violence, it may also involve emotional abuse, monitoring, threats, financial control or restricting a person’s independence.
The awareness campaign was first launched in June 2024 ahead of the commencement of NSW’s coercive control laws. The legislation made coercive control a criminal offence when directed towards a current or former intimate partner, placing NSW among the first Australian jurisdictions to introduce such laws.
According to the government, independent research found public understanding of coercive control improved following the initial campaign. Awareness increased from around one in three people before the campaign to one in two afterwards, while more people were able to identify behaviours commonly associated with coercive control.
Data released by the NSW Bureau of Crime Statistics and Research shows that in the 18 months since the laws came into effect, NSW Police recorded 473 coercive control incidents and laid 22 charges.
Supporters of the campaign argue that public education is essential because coercive control can be difficult to identify, particularly in its early stages. Awareness initiatives are intended to help people recognise warning signs and seek support before abuse escalates.
At the same time, some legal experts and advocacy groups have previously noted that coercive control can be complex to investigate and prosecute, given that it often involves patterns of behaviour rather than a single incident. They have argued that ongoing training for police, courts and support services remains important alongside public awareness campaigns.
The NSW Government has expanded its messaging over time, translating campaign materials into 18 languages and tailoring content for different communities. Earlier initiatives included the “Real Lubly” campaign for Aboriginal communities, featuring video content, educational resources and discussion guides focused on healthy relationships and recognising abuse. The campaign was later extended to older people and people with disabilities.
Attorney General Michael Daley said raising awareness remained a key part of supporting victim-survivors and helping families understand the many forms coercive control can take.
“It’s vital that victim-survivors and their families understand the many forms coercive control can take including stalking, intimidation and assault,” Mr Daley said.
Minister for the Prevention of Domestic Violence and Sexual Assault Jodie Harrison said the campaign aimed to help young people identify harmful behaviours early and encourage those affected to seek support.
“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,” Ms Harrison said.
The expanded campaign forms part of the Minns Government’s broader domestic and family violence strategy, which includes increased funding for support services, prevention programs and measures aimed at holding perpetrators accountable.
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