Domestic abuse can hide behind smiles – SETDAB awareness campaign

Domestic Abuse Can Hide Behind Smiles #BehindTheSmile

This summer, the SETDAB partnership have collaboratively worked to launch a new campaign to raise awareness that domestic abuse can hide behind smiles.

The campaign aims to raise awareness that domestic abuse is not just physical.  It challenges assumptions and aims to help people recognise that domestic abuse doesn’t always look the way you might expect it to.  It acknowledges that some people may present differently to the outside world whilst experiencing abuse behind closed doors.

The content directs to Compass, the domestic abuse helpline for across Essex.

Why this matters

Abuse isn’t always physical: coercive control, financial, and emotional abuse can be deeply harmful, and you may not immediately see the signs.

Perception: Smiles, social media posts, or public appearances can mask the reality of abuse.

Awareness: Recognising the signs of non-physical abuse can help friends and family offer support sooner.

Get Involved

We’ve created a suite of campaign assets for use across social media.  If you are a voluntary or statutory organisation in Essex, Thurrock or Southend, that can support our shared vision ‘to enable everyone to live a life free from all forms of domestic abuse’, we invite you to share the campaign content across your channels.  

We request that no images, graphics, or calls to action within this media pack be altered, edited, or modified in any way.

Share your impact

If you share any of the campaign resources, we would be grateful for any feedback, photos, or social media metrics you can provide. Please email them to domestic.abuseessex@essex.gov.uk, your insights help us understand the impact and improve future campaigns.

Contact us for more information

For further information or advice about any of the resources included, please contact domestic.abuseessex@essex.gov.uk

Media pack and content copy

Download media pack and content copy here

Animated content

Dinner party

Family tea party

Couple having tea

Instagram sized assets 

Dinner party

Family tea party

Couple having tea

Coercive Control

Facebook sized assets

Dinner party

Family tea party

Couple having tea

Coercive Control

X and LinkedIn sized assets

Dinner party

Family tea party

Couple having tea

Coercive Control