Police Scotland has launched a new campaign targeting young men aged 18-25 and encouraging them to reflect on their behavior and seek help if necessary. The campaign, called “Is That Me?”, aims to prevent domestic abuse by highlighting behaviors that are abusive in new relationships and may escalate into further abuse. These behaviors include controlling who a partner sees, checking their phone, and demeaning them.
The campaign will be shown on social media channels, including Tinder, and will direct men to a website for help if they recognize their behavior in the ad. The campaign is launching ahead of the festive period, during which reports of domestic abuse often increase. Assistant Chief Constable Bex Smith emphasized that “abuse starts somewhere” and that there is always an opportunity to reflect and intervene to stop it. Most domestic abusers are men and most victims are women, and Police Scotland is committed to tackling all forms of violence against women and girls.
