Union has collaborated with Police Scotland to unveil a thought-provoking new film that shines a spotlight on domestic abuse and coercive control. Using the engaging format of TikTok’s popular “Couple’s Questions” trend, the campaign seeks to raise awareness of the subtle but dangerous signs of coercive behaviour that can exist within relationships.

The film begins innocently, with a young couple answering seemingly light-hearted questions about their relationship. However, as the questions progress, a darker pattern emerges—revealing subtle signs of manipulation, control, and emotional abuse. The film’s narrative demonstrates how coercive behaviour can often be hidden in plain sight, aiming to educate viewers about recognising these warning signs in their own lives or in the lives of others.

“This campaign is about using familiar, everyday formats to start critical conversations,” said Gary Turner, Copywriter at Union. “Domestic abuse often hides in plain sight, and the Couple’s Questions trend allows us to subtly and effectively highlight this issue in a way that’s accessible to younger audiences.”

Police Scotland is committed to tackling domestic abuse and protecting vulnerable individuals. The partnership with Union reflects a shared goal of driving change by bringing to light the often-overlooked dynamics of coercive control, which can be as damaging as physical abuse.

The campaign will run across digital platforms, with the aim of reaching younger audiences who are most active on social media. In addition to the film, the campaign will direct viewers to resources and support services for those experiencing abuse.