A new public awareness campaign titled “It’s Not Love, It’s Coercive Control” is being launched in New South Wales (NSW), Australia. It aims to educate the public on the dangers and signs of coercive control. This initiative comes as NSW prepares to introduce pioneering legislation that will make coercive control a specific criminal offense. It will be punishable by up to seven years in jail.
The NSW coercive control campaign will feature advertisements that showcase various forms of abusive and controlling behavior. “It’s not love, it’s coercive control,” is the campaign’s central message, emphasizing the difference between healthy affection and manipulative behaviors.
Legislative Context
NSW is set to become the first Australian jurisdiction to specifically outlaw coercive control as a standalone offence, which will come into effect from July, 2024. In April, the Queensland government passed similar legislation, which will take effect in January, 2025.
According to Yahoo News, a staggering 97 percent of intimate partner domestic violence homicides in NSW from 2000 to 2018 were preceded by signs of coercive control.
NSW Coercive Control Campaign
Women’s Minister Jodie Harrison highlighted that coercive control might manifest in ways such as isolation from friends and family, tracking movements, dictating clothing choices, restricting employment, and creating dependency. “In isolation, these behaviors might seem minor, but when they add up, they are coercive control,” she explained during a press briefing.
Deputy Premier Prue Car stressed the importance of the educational campaign, which is vital for both raising public awareness and informing perpetrators that their actions are unacceptable and illegal.
Attorney-General Michael Daley voiced concerns about the effectiveness of the law if people do not recognize coercive behaviors. “If people don’t understand that the behaviour they’re being subjected to is coercive, controlling, abusive and against the law, then this law will fail,” he stated.
Criticism and Comparison
However, the campaign has faced criticism for not being ambitious enough. Greens MP Abigail Boyd argued that compared to efforts in Scotland and the UK, the NSW campaign lacks scale. Opposition Leader Mark Speakman also criticized the government for being slow in implementing more robust measures against domestic abusers. He cites successful initiatives like Clare’s Law in the UK, which he believes could be beneficial in NSW.
The Guardian reports that Domestic Violence New South Wales is advocating for increased funding to manage a projected rise in cases following the initiation of the state government’s new campaign against coercive control.
National Response
In response to what Prime Minister Anthony Albanese called a “domestic violence national emergency,” a snap national cabinet meeting resulted in nearly $1 billion in measures. These include financial support for women escaping violent relationships and a campaign to tackle misogynistic views online.
This comprehensive approach underscores a significant shift in addressing domestic violence and coercive control, reflecting a broader recognition of the complex dynamics that contribute to domestic abuse.
Featured image: A screengrab from NSW’s new coercive control awareness campaign. Photograph: NSW Government
