This item was published during the term of a previous administration that ended in April 2007
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Domestic abuse advertising
17/05/2006
New research published today shows Scotland's advertising campaign against domestic abuse continues to grab the public's attention and promote the helpline set up to provide support.
The latest phase of the campaign broke new ground by showing through a new television advert that domestic abuse can be psychological and emotional as well as physical.
Helpline
0800 027 1234
A new radio advert focused on the impact domestic abuse can have on children who often witness fear, violence and damage at home.
The evaluation study found people are aware of the harm caused by domestic abuse and they recognise that the abuse can take many forms including psychological controlling behaviour.
Deputy Communities Minister Johann Lamont said:
"As our campaign strongly states, there is no excuse for domestic abuse. We have always said that the campaign is of course only one measure being taken in Scotland to raise awareness and tackle domestic abuse, but it has indeed been a vital tool in doing this.
"Together we must all continue to challenge attitudes and behaviours which leave women to suffer pain and fear in their own homes.
"The research into the latest phase of the campaign shows that while many people in Scotland do recognise that violence against women is unacceptable, nobody should be complacent.
"It is imperative we keep this critical issue on the agenda and in everyone's mind. While it is good to know that people know where to turn and are coming forward for help and support, every call to the Scottish Domestic Abuse Helpline reminds us that domestic abuse still occurs."
Since the new adverts were first broadcast on December 26 last year, the Scottish Domestic Abuse Helpline has taken almost 10,000 calls.
Liz Kelly, Co-ordinator of the Scottish Domestic Abuse Helpline said:
"We welcomed the advertising campaign which gave a voice to women who were being secretly and quietly abused. Based on information from calls made to the helpline there is a greater awareness and willingness to understand the complex nature of domestic abuse.
"By acknowledging and depicting psychological and emotional abuse many women and families have been given the assurance that their situation is being recognised and support services such as the Scottish Domestic Abuse Helpline is a resource which is open to them."
Mary Lockhart of Scottish Women's Aid said:
"Domestic Abuse can take many forms - sexual, financial, emotional and psychological as well as physical.
"Scottish Women's Aid welcomed the Scottish Executive's move to raise awareness of psychological abuse in its advertising campaign. This was a bold and much needed initiative.
"We believe that domestic abuse is domestic abuse, whatever form it takes; there is no hierarchy of abuse.
"The Executive's campaign has again increased awareness, and encouraged many women experiencing domestic abuse to seek support from the helpline and from local women's aid groups across Scotland."
The Executive is working to raise awareness of all forms of violence against women and gender exploitation. When they asked people about their attitudes to domestic abuse, researchers also found the large majority felt pornography and prostitution were unacceptable.
The Scottish Domestic Abuse Helpline is available 24 hours a day, 7 days a week, 365 days a year. The number is 0800 027 1234. Calls cannot be traced.
9,876 calls were received by the Helpline between December 2005 and May 2006.
The latest phase of advertising was broadcast on TV and radio between 26 December 2005 and 29 January 2006. The new adverts were developed by Edinburgh-based company Newhaven. Actress Daniela Nardini provided the voiceover for the adverts.
The Women's Support Project has organised the Challenging Demand: Buying Despair conference taking place in Glasgow on Thursday 18 May. This conference will bring organisations together to discuss ways of challenging and preventing prostitution and the exploitation of women. Ms Lamont is due to address the conference.
The annual conference of the Scottish Domestic Abuse Helpline will be held on Saturday May 20.