Developed by a specialist multicultural marketing agency, the campaign uses the image of a spider’s web to symbolise the interconnected pattern of behaviours which traps victims of coercive control.

This follows a broad advertising campaign which commenced at the beginning of May, which used the tagline “It’s not love, it’s coercive control”. In August 2023, a website was launched to ensure the NSW public had access to credible information on the subject.

Coercive control is insidious and can manifest in many ways. It is a pattern of behaviour which may include financial abuse, threats against pets or loved ones, tracking someone’s movements, or isolating them from friends and family to control them.

NSW is the first Australian jurisdiction to introduce a standalone dedicated offence of coercive control.

The Crimes Legislation Amendment (Coercive Control) Act 2022 will criminalise coercive control in current or former intimate partner relationships in NSW starting from 1 July 2024. If found guilty, perpetrators can face up to a maximum of 7 years in prison.

The need to support community awareness of coercive control, including specific CALD support, was recommended by the Joint Select Committee on Coercive Control.

The NSW Domestic Violence Death Review Team found about 97% of intimate partner domestic violence homicides in NSW between 2000 and 2018 were preceded by the perpetrator using emotional and psychological abuse as a form of coercive control towards the victim.

This campaign has been developed in consultation with community members and the CALD Communities Reference Group that provides advice to the Coercive Control Implementation and Evaluation Taskforce.

The advertising campaign is initially tailored for Arabic, Vietnamese, Cantonese and Mandarin speakers. Translated information for additional language groups will be added over the coming months.

A campaign tailored for First Nations audiences will launch next week.

Minister for the Prevention of Domestic Violence and Sexual Assault Jodie Harrison said:

“Coercive control is an insidious abuse that can manifest in many ways, be hard to recognise, and look different in various communities.

“We also know that people from multicultural backgrounds are less likely to seek help due to cultural and language barriers, which is why we need to make sure our message is reaching them.

“The new coercive control laws will come into effect from 1 July and the government is committed to making sure all people in all communities understand this complex and dangerous abuse.”

Minister for Multiculturalism Steve Kamper said:

“The NSW Government is working hard to ensure all communities across NSW are aware of the new coercive control laws.

“We have acted on the recommendation from the Joint Select Committee to deliver dedicated outreach and tailored communication to our culturally and linguistically diverse communities.  

“We need to make sure everyone from all walks of life gets the message loud and clear. Coercive control is a crime.”  

Support Services

If you or someone you know are in immediate danger, call the Police on Triple Zero / 000.

For confidential advice, support, and referrals, contact 1800RESPECT on 1800 737 732.