A recent survey carried out by Marie Claire UK reveals that 55% of women have experienced fear around their partners. To help readers learn more about intimate partner violence (IPV), the title launched a campaign alongside YSL Beauty and Women’s Aid. Spotlighting YSL Beauty’s ongoing campaign Abuse is Not Love, the content is dedicated to educating women on the 9 signs of domestic abuse. Women’s Aid ambassadors Alice Liveing, Phoenix Brown and Michelle Griffith Robinson share their experiences in a powerful film to outline the signs which include intimidation, ignoring, blackmailing, manipulation, intrusion, humiliation, jealousy, control and isolation. The launch of the campaign came after a recent Marie Claire UK survey found that half of readers (50%) have felt threatened by their partner after speaking to another person. When asked if they feel they have freedom in their own home, 48% said ‘no’. The same amount of respondents have been physically shoved or hit by a partner.
Andrea Thompson, Editor in Chief of Marie Claire UK says: ‘I am so proud to be working with YSL Beauty and Women’s Aid to raise awareness of the 9 signs of domestic abuse in relationships. This is an urgent global issue that affects millions but so many women still stay silent about their experiences which is why YSL Beauty’s ‘Abuse is Not Love’ campaign is so important. I’m so grateful to Alice Liveing, Phoenix Brown and Michelle Griffith Robinson – all strong, intelligent and empowered women who spoke out about their own experiences to help break the taboo around this subject. Change can only happen when we stand together and speak out as one voice on this issue.’
Shot by renowned photographer Vicky Lawton, the multimedia campaign raises awareness of emotional and physical abuse. It aligns with YSL Beauty’s work in the space which is dedicated to shedding light on the daily behaviours that indicate you or someone you know may be in an abusive or coercive relationship.
The launch of the feature is supported by an extensive body of content on the Marie Claire website and across socials. The title is spotlighting first person experiences, advice for recognising signs of IPV and advice for women who find themselves in toxic relationships or situations of financial abuse.
The Marie Claire Survey found that:
- Despite 70% of women feeling confident that they know lots about IPV, the majority of them have experienced a form of emotional or physical abuse.
- Although 55% of women haven’t been prevented from seeing friends and family, 50% of them have been in a situation where, if they spoke to another person, a partner would get angry and aggressive.
- 48% of women have been physically shoved or hit by a partner, and more than a quarter have been forced to engage in sexual behaviours they didn’t want to.
The findings come after the United Nations released its own report charting the effect of the Covid-19 on the frequency of violence against women. Not only did 1 in 4 women report that violence at home had increased, 45% of them said they, or someone they know, had experienced violence since the beginning of Covid-19.
All evidence points towards the importance of Marie Claire’s campaign. Farah Nazeer, CEO of Women’s Aid says: ‘It’s not always easy for women and girls to understand they are being abused. That’s why the campaign is so key to building awareness and showing what an unhealthy relationship looks like.’