Department of Human Services

Coercive Control

Insidious and destructive, coercive control can be hard to spot, especially for young people with little to no relationship experience. We created a campaign for the Department of Human Services to inform and educate young people on the signs of coercive control, to help break the cycle of domestic abuse where it starts.

And with a need to reach our audience where they are, we used a media they commonly engage with – ‘how to’ TikTok posts. And then we subverted them with people recounting first person-stories of their relationships as red flags appear at every instance of coercive control, clearly highlighting the signs.