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Not cheap. Does the Government's domestic abuse campaign take the right approach?

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If there's one thing HM Coalition Government don't like, it's spending money on public services. Yes, they're really very adamant that nothing more than the absolute minimum needed to keep us slaving away and stumping up our taxes, is available. Indeed, as far as I can tell, they'd rather stick their hands in an industrial blender than fork out an extra red cent to the ordinary folk. 

So here's an oddity.

Almost four years since the closure of the Central Office of Information (the outfit which made all those terrifying safety films), the Home Office has splashed out on a TV ad. Surprisingly, it isn't a campaign to threaten us into working for Mister Pound for free or face deportation, but a spot warning us of the perils of emotional abuse in relationships.

Naturally, I'm as disgusted by this sort of immature bullying as you are. And I have nothing but respect for any organisation attempting to lessen its impact. But I really wasn't aware it was a topic high on the political agenda.

Nevertheless, the ad opens on a rather gloomy flat, wherein a young woman (the actress was in 'Heartbeat', I think) catches her male partner trawling through her unbranded mobile phone. She objects, but he diverts her by criticising her outfit as 'cheap' and sending her back to the bedroom to change; which she does. On re-appearing, he blocks her way and warns her not to 'make a fool of herself tonight'.  Because he loves her. 'This is abuse' the voice-over tells us - and it is.

It's a genuinely unsettling clip, with a call to action urging the viewer to learn more on the Home Office 'This Is Abuse' website, if they feel the situation applies to them.

You can see the site and advertisement here.

Surprisingly, this is part of a campaign aimed at 13-18 year olds of both genders. I say 'surprisingly' as both players in the ad are clearly outside this age range and the characters live together. So the messaging is a touch confused. I also note there is no link to the site from the Home Office homepage. 

That aside, what I was hoping to see, were some innovative and effective channels of support for those trapped in abusive relationships. Unfortunately, the site doesn't really deliver. Other than some stories, an FAQ section and the ad itself, there is merely a list of local charities offering help. Following the trail from the TV clip, sees the whole exercise ebbing away. Admittedly, there is a 'live chat' facility - but it only operates for two hours a day and was closed when I visited.

Perhaps I'm missing something. I appreciate domestic abuse is an incredibly insidious and complicated issue, and to expect an advertising campaign to provide solutions is asking too much. In which case, why take that approach? It all seems so terribly glib. Surely the budget for the campaign would have been better spent as grants to the charities mentioned on the site.

Incidentally, Government funding cuts to refuges resulted in 27,900 women being turned away from their services last year. Just thought you should know.

Magnus Shaw is a blogger, copywriter and consultant 

Website
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n Creativepool


 

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