The two-year ad campaign aims to educate victim-survivors, their family members and even perpetrators on the signs of abuse.
DV survivor Sheree Schonian is backing the $5 million advertising blitz.
At just 16 years old, Schonian became trapped in a domestic violence relationship. She experienced physical, sexual, emotional, and financial abuse.
The ads – to be aired on radio, television and social media – feature the tagline: “It doesn’t have to be physical. Coercive control is family and domestic violence.”
The campaign aims to highlight how actions such as tracking, isolating, intimidation, and gaslighting can create a sense of fear.
Although the state is yet to criminalize coercive control like NSW and Queensland, Premier Roger Cook said the government remained committed to tightening legislation.
“Coercive control is tracking your partner, isolating them from friends and family, taking control of their finances, and gaslighting,” Cook said.
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