The press and outdoor campaign takes the focus away from victims of domestic violence for the first time, instead putting pressure on male perpetrators by warning them that the police will not turn a blind eye to domestic violence.
The ads will target all sections of society. One features a male executive in a boardroom with the caption 'Big hitter, he hits his partner every night'. Another features a lothario chatting up a girl with the caption 'Heartbreaker, he also breaks noses, jaws and ribs'.
The £250,000 campaign, created by Advertising Syndicate, breaks in mid-September. Outdoor media was planned by Outdoor MediaCom and bought by Posterscope.
Posters on London Underground will be supported by taxi ads, panels in men's toilets in pubs and football grounds and stickers in gym locker rooms. Press ads will run in newspapers' sport and business sections.
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