Adverts aim to combat abusive relationships

An advertising campaign urging teenage boys not to violently abuse their girlfriends was launched today as part of the government's efforts to tackle domestic violence. The £2m Home Office initiative comes after a survey last year by the children's charity NSPCC found that a quarter of girls and 18% of boys reported physical violence in their relationships, while nearly three quarters of girls said they had been emotionally abused. One in six girls said they had been pressured into sex and one in three said they had gone further sexually than they had wanted to. The campaign, which includes a television advert by the film director Shane Meadows depicting a teenage girl being bullied and threatened by her boyfriend, will also involve radio and print adverts, posters, school teaching material and an online "viral" scenario with a message to 13- to 18-year-olds to recognise and reject abuse. It is part of a wider government strategy to combat violence against women and girls. The posters show a teenage boy in a hooded top with the slogans: "Do you make her weak at the knees because she's scared of you? Does her heart beat faster when you threaten her? Do you charm the pants off her or does a slap work better?" Shane Meadows, who directed This is England, said: "Teen violence is a subject that is close to my heart as I grew up in a place where violence and bullying were an integral part of life and accepted as the norm. My job as director was to make sure that these adverts are compelling, real and utterly authentic. They give you the chance to look back at yourself and your actions, and have a moment when you can step out of the immediacy and complexity of the moment. They show you there is another choice." Alan Johnson, the home secretary, said: "We want to see young people in safe and happy relationships and this means tackling attitudes towards abuse at an early age, before patterns of violence can occur. We hope this campaign will help teenagers to recognise the signs of abuse and equip them with the knowledge and confidence to seek help, as well as understanding the consequences of being abusive or controlling in a relationship." Dr Linda Papadopoulos, a psychologist and adviser to the project, said: "My hope is that these adverts will help young people embarking on early relationships to understand what makes a healthy partnership and that abuse of any kind is totally unacceptable."