This Valentine's Card Range Spotlights Dangers of Coercive Language and Emotional Abuse

Integrated communications agency MullenLowe UK has partnered with NO MORE the charity dedicated to combatting domestic and sexual violence, to launch its latest campaign - 'Language of Love.'

While Valentine’s Day is typically full of roses, chocolates and teddy bears, some relationships aren’t as sweet as they seem. 'Language of Love' aims to shine a light on coercive behaviour and offer help to people experiencing domestic abuse or stalking.

The campaign is centred around a series of gift cards featuring messages such as ‘I love you to death’ and ‘You’re mine’. At first glance the designs seem innocent, but each can hold a scary message for someone in an abusive relationship.

The designs are being rolled out via NO MORE’s social media platforms from today, with a selection of the creative also featuring in powerful OOH posters in the lead up to Valentine’s Day.

The cards are accompanied by a short film, where a voice note from a man to his partner reveals increasingly possessive and controlling behaviour, culminating in a focus on the card itself saying 'You belong to me.'

Pamela Zaballa, global CEO of NO MORE said, “While Valentine’s Day is often filled with grand romantic gestures, for people in unhealthy relationships, love can be laced with control, threats, and fear.” Pamela continues “Through this ‘Language of Love’ campaign, we hope to increase awareness of coercive control and encourage those affected to seek support."

Nicky Bullard, chief creative officer at MullenLowe said, “Verbal abuse is very often a precursor to physical abuse.  But verbal abuse comes in many forms - including coercive language. On the one day of the year when ‘love language’ is everywhere, we wanted to highlight what coercive language looks like, and help as many people recognise it as we can.”