No More’s disquieting ad highlights coercive control

Sweet, love-fuelled gestures are subverted in charity No More’s latest ad, which gives a frighteningly raw portrayal of abusive behaviour.

While Valentine’s Day is often associated with love, romance, and heartfelt gestures, a campaign from No More reveals the reality for many, shedding light on coercive control in relationships, while offering support to those experiencing domestic abuse or stalking.

At the heart of the campaign is a series of seemingly innocent Valentine’s Day cards featuring phrases like “I love you to death” and “You’re mine.” While affectionate at first glance, the words carry a darker meaning for those trapped in abusive relationships.

The campaign runs across social media, with various designs also appearing on outdoor posters.

A short film accompanies the campaign, featuring a voice note from a man to his partner. As his words become increasingly possessive and controlling, the message culminates in the chilling line: “You belong to me”, echoing the sentiment on one of the campaign’s cards.

Pamela Zaballa, global CEO of No More, said: “Valentine’s Day is usually filled with grand romantic gestures, but for people in unhealthy relationships, love can be entwined with control, threats, and fear. With this campaign, we want to raise awareness of coercive control and encourage those affected to seek help.”

Our take

This simple but powerful campaign brings viewers directly into a victim’s viewpoint with a frightening example of the sort of manipulative behaviour that typifies abusive relationships.

The appeal to empathy is similar to that used by Shelter in its poignant Christmas ad, only this time, there are no special effects or overarching creative concept, and it's arguably all the more raw for it.