Mayor launches latest stage of campaign to tackle gender-based violence with hard-hitting film

• Campaign to raise awareness of coercive and controlling behaviour, and encourage people who use harmful behaviour, victims and those that care about them, to seek support
• Film shows uncomfortable truths of controlling and coercive behaviour and signposts to available support

The next stage of the Mayor of Greater Manchester's #IsThisOK? campaign to tackle gender-based violence has launched today (Monday 4 August).

Named #IsThisOK?: It’s Not A Game, Boy, the campaign aims to raise awareness of coercive and controlling behaviour.

A hard-hitting film has been released, commissioned by the Greater Manchester Combined Authority (GMCA) with local actors, and featuring a young female who experiences escalating levels of coercive and controlling behaviour from her boyfriend.

While uncomfortable viewing, the film educates the audience on how to recognise the signs of this behaviour and how to access support and take action.

Trigger Warning
This video contains references to domestic abuse and coercive control. If you need support, please contact domesticabusehelpline.co.uk

Watch the video - Gender Based Violence Campaign: It's not a game, boy #IsThisOk

The latest phase of the campaign comes after its successful launch in 2021, where a powerful video telling the story of a young woman being sexually harassed on social media, out jogging, coming out of a coffee shop, and out at night, received more than 5.3 million views. It also won two CIPR awards, including Best Public Sector campaign for the North West region.

A survey following this showed that half of men who had seen the campaign said it made them think, feel, or want to act differently.

Mayor of Greater Manchester, Andy Burnham, said:

“#IsThisOK? has been one of the most important and impactful campaigns that we have run in Greater Manchester.

“I launched the campaign back in 2021 because I knew we needed to do something to start a new conversation about women’s safety and drive behaviour change amongst men, lads and boys. Women and girls have had to tolerate unacceptable behaviour for far too long, and I want to make it clear that it does not have a place here or anywhere else.”

Kate Green, Deputy Mayor of Greater Manchester for Safer and Stronger Communities, said:

“The next phase of the #IsThisOk? campaign is a vital step in helping people across Greater Manchester recognise coercive and controlling behaviour, and how they can get support.

“The campaign supports our wider Gender-Based Violence Strategy by raising awareness of hidden forms of abuse, challenging harmful attitudes, and encouraging safe, informed action from friends, families and communities. Together, we’re working to make Greater Manchester a place where abuse is never ignored or accepted.”

Data shows that around 300 coercive and controlling behaviour offences are recorded per month in Greater Manchester, although the real number of offences is likely to be higher. Instances go unreported as people in coercive and controlling relationships often do not recognise the harm they face, and that it is a form of domestic abuse and against the law.

Coercive and controlling behaviour often escalates over a period of time and can initially be difficult to spot. These behaviours can include controlling someone’s finances, or isolating them from their family and friends.

Assistant Chief Constable Steph Parker, Greater Manchester Police’s lead for Protecting Vulnerable People, said:

“Coercive control can impact anybody and can be difficult for victims themselves, or others around them, to recognise.

“Recorded crimes of coercive control have increased, but alongside that so have our positive outcomes for victims and survivors. We have also been able to secure Domestic Abuse Protection Orders, where previously we wouldn’t have been able to, to protect victims from further harm.

“We are committed to ensuring victims and survivors are taken seriously and fully supported when they come forward to us, and that we act against perpetrators.”

The campaign was developed after extensive consultation with people who have lived experience of coercive and controlling behaviour and other forms of gender-based violence, a wide range of people in organisations who provide support services to victims, including voluntary and community organisations, police and criminal justice partners and academic partners.

Hayley Brewer, Manager at Independent Choices, a charity and helpline which support victims of domestic abuse in Greater Manchester, said:

"Independent Choices Greater Manchester, home of the Greater Manchester Domestic Abuse Helpline, is proud to support this important campaign.

“Since coercive and controlling behaviour became a criminal offence in 2015, we have supported 21,995 survivors, their loved ones, and the professionals who support them.

“Coercive control can devastate lives, but we are hopeful that this renewed focus on bringing greater awareness, accountability, and—most importantly—hope for a future where fear and control are replaced with freedom and happiness will have a large impact on Greater Manchester residents.”

The current phase of #IsThisOk? aims to raise awareness and lay the foundation for the next phase of the campaign, which will target people using harmful behaviour and people who may know victims of coercive and controlling behaviour and encourage them to seek support.

#IsThisOK? runs across Greater Manchester from August through to October, appearing across major billboard sites and social media, and will be amplified by charity and media partners, reaching millions of people in the process. The campaign educates the public on the common signs of coercive and controlling behaviour and how to take action.

If you or somebody you know, is in a coercive and controlling relationship or is experiencing domestic abuse, visit domesticabusehelpline.co.uk for help and support.

If you recognise this behaviour in yourself and would like support, please visit Behaviour Change Programmes - TLC: Talk, Listen, Change.

To find out more about the campaign, visit isthisokgm.com.

Article Published: 04/08/2025 18:10 PM