Tinder: New Domestic Abuse Campaign


Is It Me?, an initiative by Police Scotland, aims to prevent domestic abuse by focusing on young males between the ages of 18 and 25.

According to the most recent Scottish Government figures, there were 64,807 domestic violence occurrences reported to police in 2021–2022; 81% (more than 50,000) of these cases involved a female victim and a male suspect.The new campaign draws attention to abusive behaviours that may indicate future, increasing abuse in new relationships.It was released on Tuesday and will be shown throughout the holiday season on social media, including, for the first time, Tinder.

“In the campaign, we are asking men to reflect on how they behave. If they see themselves and their behaviour in this campaign, then they need to take a hard look at themselves and get help.”

“Domestic abuse comes in many forms, and it’s not always obvious at the start of a relationship but there can be early signs of attempts to control and coerce.”

“And we know from victims that it is these psychological, controlling and coercive behaviours that often have the most lasting impact.”With this new campaign, launched just ahead of the festive period when we see an increase in reports of domestic abuse, we want men to take action and get help. Don’t be an abuser: don’t turn a promising relationship into an abusive one.”

If males recognise behaviours that are similar to those they see in the advertisement, they can click on a link in the new campaign that will take them to a special website.

Ms Smith added: “Abuse starts somewhere. Abusers may start out charming and likeable but they can quickly change.”

“There is always an opportunity to reflect, to intervene, and to stop.”

“The vast majority of domestic abusers are men, most victims are women. We are committed to tackling all forms of violence against women and girls. It’s up to men to take action to tackle violence and abuse.”

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