Police Scotland has launched a new campaign targeting young men aged 18-25 and encouraging them to reflect on their behavior and seek help if necessary. The campaign, called "Is That Me?", aims to prevent domestic abuse by highlighting behaviors that are abusive in new relationships and may escalate into further abuse. These behaviors include controlling who a partner sees, checking their phone, and demeaning them.
The campaign will be shown on social media channels, including Tinder, and will direct men to a website for help if they recognize their behavior in the ad. The campaign is launching ahead of the festive period, during which reports of domestic abuse often increase. Assistant Chief Constable Bex Smith emphasized that "abuse starts somewhere" and that there is always an opportunity to reflect and intervene to stop it. Most domestic abusers are men and most victims are women, and Police Scotland is committed to tackling all forms of violence against women and girls.
Perpetrator-Targeted Domestic Abuse Ads
Police Scotland Launches New Domestic Abuse Prevention Ad
Trend Themes
1. Domestic Abuse Prevention - The launch of the 'Is That Me?' campaign by Police Scotland is a strong sign of the trend towards tackling domestic abuse through preventative and proactive measures.
2. Targeted Social Media Advertising - By showing the 'Is That Me?' campaign on Tinder and other social media channels, Police Scotland is tapping into the trend towards increasingly targeted and personalized advertising.
3. Preference for Online Help - The 'Is That Me?' campaign's website provides online resources for those who recognize their behavior as abusive, a trend indicating a preference for seeking help online rather than in person.
Industry Implications
1. Law Enforcement - The 'Is That Me?' campaign by Police Scotland highlights the opportunity for companies in the law enforcement industry to take a more proactive, preventative approach to tackling domestic abuse.
2. Social Media - The targeted social media advertising approach taken by Police Scotland in their 'Is That Me?' campaign is indicative of the potential for the use of social media platforms as channels for important campaigns related to social issues.
3. Mental Health - The online resources offered by the 'Is That Me?' campaign provide a pathway for companies in the mental health industry to create additional online support for those who need it.