New domestic abuse campaign launches on Tinder for first time
13 December 2022, 00:04
The new ad targets young men in an effort to stop domestic abuse before it starts.
A new campaign to combat domestic abuse has been launched on a dating app for the first time.
Set up by Police Scotland, Is It Me? targets young men aged 18 to 25 in an effort stop domestic abuse before it starts.
The latest Scottish Government statistics show police recorded 64,807 incidents of domestic abuse in 2021-22, with 81% (more than 50,000) of reported cases involving a female victim and male suspected perpetrator.
The new campaign highlights behaviours in new relationships that are abusive and that might be indicative of future, escalating abuse.
Launched on Tuesday, it will be shown on social media including, for the first time Tinder, throughout the festive period.
Assistant Chief Constable Bex Smith said: “Stopping your new partner seeing friends, checking their phone, demeaning them, is neither caring nor romantic. These are controlling, abusive behaviours.
“In the campaign, we are asking men to reflect on how they behave. If they see themselves and their behaviour in this campaign, then they need to take a hard look at themselves and get help.
“Domestic abuse comes in many forms, and it’s not always obvious at the start of a relationship but there can be early signs of attempts to control and coerce.
“And we know from victims that it is these psychological, controlling and coercive behaviours that often have the most lasting impact.
“With this new campaign, launched just ahead of the festive period when we see an increase in reports of domestic abuse, we want men to take action and get help. Don’t be an abuser: don’t turn a promising relationship into an abusive one.”
The new campaign includes a link to a dedicated website for men to click on if they recognise similar behaviours to what they see in the ad.
Ms Smith added: “Abuse starts somewhere. Abusers may start out charming and likeable but they can quickly change.
“There is always an opportunity to reflect, to intervene, and to stop.
“The vast majority of domestic abusers are men, most victims are women. We are committed to tackling all forms of violence against women and girls. It’s up to men to take action to tackle violence and abuse.”
