A MONTH-LONG domestic abuse awareness campaign has been launched by Avon and Somerset Police today (November 25).

It marks the International Day of the Elimination of Violence against Women, and in the lead up to the first anniversary of the new crime of controlling or coercive behaviour.

The ‘Precious Moments’ campaign will challenge the perception of a ‘typical’ domestic violence victim by telling the stories of abuse against women but also towards men, the LGBT+ community and the elderly, who all remain underrepresented in the reporting of abuse.

It will also challenge understanding about what domestic abuse is.

To launch the campaign, one of Avon and Somerset's police officers have bravely spoken out about her experience as a victim of domestic abuse.

Here is an extract of her story:

She said: “I was a copper, a strong person, used to helping others – how on earth could I be a victim of abuse?

“I am sure many of you are thinking 'why didn't you just leave him'? But abuse is paralysing, it sneaks up on you over years, until one day it dawns on you and you barely recognise the person staring back at you in the mirror.

“The bruises are real, you just can't see them.”

Over the four weeks, the force will share the stories of different victims who will talk about their experiences and how they found the strength to go from victims to survivors.

Force-lead for Domestic Abuse, chief inspector Andy Bennett said: “As a society, we need to shift away from the misperception that domestic abuse only happens to women in unhappy marriages. Domestic abuse is happening to people from all walks of life.

"We also need to acknowledge that abuse isn’t just physical – it can be financial control, emotional and mental abuse, sexual violence and intimidation.

“We know that anecdotally some people are not as confident in reporting abuse, but we don’t see gender, ethnicity, sexuality or age, we see a person who needs our help. We are not here to judge or criticise, we are here to protect those who need it. The message from us is simple – we will believe you.

“We are also using this campaign as an opportunity to speak directly to friends or family members who have concerns that someone close to them is suffering. To you, we say – look, listen, ask, ask again…”

Avon and Somerset Police and Crime Commissioner Sue Mountstevens said: “Protecting the most vulnerable from harm is one of the priorities highlighted in my Police and Crime Plan.

"Domestic abuse is never the victims fault and I want victims to know that if they come forward and report to the Police they will be believed and taken seriously.

“In the UK the term domestic abuse includes lots of different types of abuse; psychological and emotional, physical, sexual, harassment and control and coercion. There are no excuses for domestic abuse and no one has the right to control or abuse another person either physically or mentally.

“We have some fantastic support services in Avon and Somerset. However we can all do more to ensure victims are able to seek support, to prevent offenders, to raise awareness amongst friends and families who continue to see abuse as a private matter and to stop society and professionals from victim-blaming.

“Domestic abuse can happen to anyone and I hope this multi-agency campaign makes the Police, our partners and our local communities to look, listen, ask and ask again to take us one step further in our battle against domestic abuse.”

The advertising campaign that launches today is themed around ‘precious moments’ and uses a celebratory graphic style which is in direct contrast to menacing words about abuse. 

The campaign runs until December 29, the first anniversary of the new offence of controlling or coercive behaviour in intimate or familial relationships.

Since the law was introduced, Avon and Somerset have arrested 59 people for this new offence.

This campaign is being supported by all local authorities and police are also working with a number of charities and support organisations.

Councillor Anna Groskop, cabinet member for health and wellbeing, Somerset County Council said: “We are very pleased to be supporting this campaign. Domestic abuse is everyone’s business and helping to keep people safe is a priority for Somerset County Council and our community safety partners. 

“Anyone living in Somerset who needs help or information for themselves or a friend or family member can contact our main specialist service, Somerset Integrated Domestic Abuse Service (SIDAS), which provides support to men, women and children who are affected by domestic abuse in confidence.” 


For further information and support, log onto www.thisisnotanexcuse.org.uk 


Anyone wishing to report abuse can call 999, 101 or on the website.