The answers reveal the truth

Every 8 minutes, police in Scotland are called to a domestic abuse incident. Over 80% of these incidents involve a female victim and a male perpetrator. The simple and sobering truth is that domestic abuse and coercive control can emerge early in a relationship but that few men recognise those tell-tale warning signs early enough to take action. 

This campaign highlights how these abusive behaviours can often hide in plain sight. The film uses the jocular familiarity of TikTok’s 'Couple’s Questions' set up to lure our audience into a story that ultimately reveals a more troubling narrative behind the smiles. A stark and uncompromising reminder of how controlling behaviours can be just as damaging as physical abuse. In fact, that's often where they lead.