SETDAB – It’s Never Too Late Campaign 2025

Adapted from the original Hidden Harms animation commissioned by Norfolk Safeguarding Adults Board in partnership with Dewis Choice and created by CC Animation Studio.

It’s Never Too Late – every age deserves to live a life free from domestic abuse

The “It’s Never Too Late” campaign aims to raise awareness about domestic abuse affecting older people, encouraging victims to seek help. Many older victims of domestic abuse feel it’s too late to reach out or fear they won’t be believed.

Understanding domestic abuse in older people

The campaign features adapted content and visuals from the ‘Hidden Harms’ animation, co-created by domestic abuse survivors aged between 60 and 93-years-old from Dewis Choice. It explores different types of abuse such as emotional, physical, sexual, and economic abuse, along with coercive control.

Domestic abuse isn’t always physical and can include a partner, ex-partner, or family member attempting to exert control. Older people can be abused by an adult child or grandchild as well as by a partner or ex-partner. Some have lived with domestic abuse for decades or it may have developed subtly over time.

Join the campaign: resources available

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 these much-needed resources across your channels.  

Available to download is a selection of printable posters and social media content. We kindly request that no images, graphics, or calls to action within this media pack be altered, edited, or modified in any way.

Download social media content here

Download the full set of posters here

Download individual posters below:

Poster 1: Emotional abuse

Poster 2: Threats and manipulation

Poster 3: Controlling what you do

Poster 4: Blaming and making excuses for behaviour

Poster 5: Economic Abuse

We hope people will see these resources and start a conversation or reach out for help, recognising that it’s never too late to ask for support.  Starting conversations is the first step to transforming the response to domestic abuse in later life.

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