Scottish Poster Campaign Against Domestic Abuse

An anti-domestic abuse poster campaign, using a different daily message on the same billboard over the course of a week, begins today as part of the Scottish Executive Campaign – Domestic Abuse, There’s No Excuse.

Without explanation, posters with harsh phrases – ‘You’re useless’; ‘You’re going nowhere’;’ You look a state’;’ You’re a waste of space’ – will appear in one key site in Glasgow, Edinburgh, Aberdeen and Dundee over the next five days. The final poster on Friday will give the end line – ‘Too many women suffer from psychological abuse – day in, day out’.

By placing changing adverts at sites where people pass every day, the idea is to communicate the persistency of emotional abuse, which can erode self-esteem, confidence and self-worth. It is hoped this will reinforce the message that psychological abuse is domestic abuse and something which must stop.

A new radio advert will also reinforce this message with a single speaking voice directly addressing the listener, providing a small 30-second snapshot of how it might feel to be at the end of a stream of abusive language which belittles and demeans.

Those who experience domestic abuse often suffer constant verbal abuse and controlling behaviour. This can wear them down to the point that they feel worthless, distressed and anxious. This relentless behaviour can go on for many years but help and support is available from many women’s support agencies and the Scottish Domestic Abuse Helpline.

Mary, from the West of Scotland, survived psychological abuse from a previous partner but says that it can take women a long time to recover from this type of abuse. She said: “For years I thought I was weak, worthless, stupid and ugly but I was none of these. I was psychologically abused by the man I loved. But I’ve now recovered from that relationship and I’ve got my self-esteem back and moved on with my life.”

Liz Kelly, training co-ordinator at the Scottish Domestic Abuse Helpline, said: “We receive many calls at the helpline relating to incidents of psychological or mental abuse and these have increased since the new advertising campaign highlighted the issue last year.

“Many women don’t realise that what they are actually experiencing is domestic abuse, so we talk through their experiences with them and help them understand their partner’s controlling behaviour. We listen but also offer ways to get help, from contact with a local women’s aid group or the police, to finding refuge accommodation, making GP appointments, and getting good legal advice.

“It’s heartbreaking to listen to some of the stories that we hear every day of the week from women from all walks of life across Scotland. But it shows that domestic abuse happens to anyone – it transcends class, religion, geographical region and age. And the most important thing to know is that help is at the end of a phone – just talking to someone can make you feel better about your situation.”