Junior Ministers Joanne Bunting and Aisling Reilly have launched the H.S.K.T. Coercive Control Awareness Campaign in partnership with Ulster University to help the public recognise coercive control as abuse and identify the warning signs.

The initiative emphasises that coercive control is abuse and provides practical guidance on recognising harmful behaviours. Built around the Head, Shoulders, Knees and Toes mnemonic, it encourages women and girls to reflect on how they feel in relationships, including whether they are doubting themselves, looking over their shoulder, apologising without knowing why, or feeling like they are walking on eggshells.

Junior Minister Joanne Bunting said: "Violence and abuse against women and girls are unacceptable, and as an Executive we are committed to tackling this issue. We want everyone to understand what violence against women and girls is, how to prevent it, and how to build safe, healthy relationships which is why this campaign is so important.

"Training delivered through the pilot phase is already making a difference, helping more women and girls recognise the signs of coercive control.

"Those who have been trained are now equipping others, creating a ripple effect that strengthens awareness, supports early intervention, and empowers more people to identify abuse and take action, ensuring no one faces abuse alone."

Junior Minister Aisling Reilly said: "Coercive control is abuse and has absolutely no place in our society. It is a sustained pattern of behaviour designed to dominate, isolate and restrict a person's freedom, often leaving them trapped and cut off from support.

"Ending violence against women and girls is a key priority for the Executive and this campaign, developed in partnership with Ulster University, is a key part of our commitment to that aim. It supports the priorities in our second Delivery Plan prioritising prevention, early intervention and improving understanding of abuse. "By raising awareness, I hope this campaign helps women and girls recognise the warning signs and feel confident seeking support."

The campaign sits within Action Four of the Executive's second Ending Violence Against Women and Girls (EVAWG) Delivery Plan for 2026–2028 and contributes to commitments under the Programme for Government. The EVAWG Directorate leads the strategic framework to end gender-based violence and harm.

A three-month pilot of the media campaign and related training ran from September to December 2025. A train-the-trainer programme equipped 47 frontline workers across 21 organisations, including the health sector, the PSNI and the community and voluntary sector. In March 2026, a further 46 workers from 20 additional organisations received the training. To date, just under 100 frontline staff have been trained, the toolkit has been adopted by participating organisations, and work is under way to extend delivery.

Dr Susan Lagdon MBE, Senior Lecturer in Psychology, Ulster University, said: "Research consistently shows that violence against women and girls remains a significant issue in our society. We also know that many are unfamiliar with the term 'coercive control' and may not understand its impact.

"The development of the H.S.K.T. Coercive Control Awareness Campaign is the result of evidence-based design and dedication of many working together.

"The training toolkit and resource pack have been successfully piloted across a range of sectors, helping to build knowledge and confidence around this issue.

"We are delighted to officially launch the campaign and continue to raise awareness, prevent harm and strengthen responses to coercive control."

Professor Paul Bartholomew, Ulster University Vice Chancellor, added: "Dr Susan Lagdon's work is driving vital dialogue on coercive control, and it is encouraging to see Ulster University research shaping policy and translating into practical tools for meaningful community impact."

Further awareness materials, including two videos developed with Ulster University, are available to support public understanding and signpost to help and advice.