North West agency, Agent, is behind a new hard-hitting campaign to highlight the signs of coercive and controlling behaviour in relationships.
#IsThisOK? was created for Greater Manchester Combined Authority and is supported by Mayor, Andy Burnham and Greater Manchester Police.
“#IsThisOK? has been one of the most important and impactful campaigns that we have run in Greater Manchester. This next phase of the campaign will really take it into the hidden spaces of what happens behind closed doors,” said Andy Burnham.
“Too many women feel trapped and live in fear. That cannot be right. We have tolerated it for too long. I hope the #IsThisOK? campaign has started to shift that balance.
“I hope when people watch the film, they are prompted to think about things going on in their lives and reflect to make a difference.”
It’s been designed to help perpetrators, bystanders and victims understand the signs of coercive and controlling behaviour in relationships, which is against the law.
It will tour the region this summer, led by a short film focusing on the subtle but damaging signs of this form of domestic abuse.
The campaign was developed in collaboration with representatives from 65 stakeholders from multiple organisations, including insight from those with lived experience of coercive and controlling behaviours.
Agent explained that it was inspired by video games, with the creative featuring the line: “It’s not a game, boy. You might be the one pushing the buttons in a controlling relationship.”
READ MORE – What I’ve Learnt: Paul Corcoran, CEO, Agent
“#IsThisOK? is one of the most significant campaigns we have ever worked on. This will make a real difference to individuals across Greater Manchester and the North West,” said Agent CEO and founder Paul Corcoran.
“I am incredibly proud of our entire team for creating and executing an incredibly powerful campaign about an important subject. It will undoubtedly help people seek help for their own abusive behaviours, or allow others to understand that they, or someone they know and love, is a victim of coercive and controlling behaviour.”
Burnham launched the first phase of the #IsThisOk? campaign in 2021 and this new iteration will run from August until October, appearing on major billboards sites and social media, as well as being amplified by charity and media partners.
