Helping victims putting a name to abuse.
Working with production house Entropico, I pitched and won this PSA from the NSW government to helped the public identify a particularly insidious form of abuse: coercive control.
Because sometimes abuse pretends to be love.
After speaking with key advocates for domestic abuse victims, we stumbled across the ‘boiling frog’ analogy for coercive control: what starts as intense love-bombing and seeming affection rapidly spirals into isolation and entrapment, in the guise of ‘love’.
We wanted victims (and friends of) to be able to identify that it’s not love – it’s coercive control.