Junior Ministers Joanne Bunting and Aisling Reilly have launched a new public awareness campaign to help people recognise the signs of coercive control, a form of domestic abuse that became a criminal offence in Northern Ireland four years ago but remains widely misunderstood. The H.S.K.T. (Head, Shoulders, Knees and Toes) initiative, developed in partnership with Ulster University, aims to equip communities with a simple mnemonic to identify controlling behaviours before they escalate, building on pilot training that has already reached nearly one hundred frontline workers across the region.
The campaign forms part of the Executive’s second Ending Violence Against Women and Girls (EVAWG) Delivery Plan, which runs from 2026 to 2028. It arrives as recent figures show domestic abuse incidents recorded by the Police Service of Northern Ireland rose to 31,558 in the year to March 2026, with coercive control specifically criminalised under the Domestic Abuse and Civil Proceedings Act (Northern Ireland) 2021 since February 2022.
Using a Simple Mnemonic to Spot Abuse
The H.S.K.T. campaign centres on a memorable checklist designed to help women and girls assess their relationships. The framework asks: Head – Are you doubting your thoughts or feelings? Shoulders – Are you constantly looking over your shoulder? Knees – Are you apologising without knowing why? Toes – Do you feel like you’re walking on eggshells?
This approach is grounded in Ulster University research led by Dr Susan Lagdon MBE, whose 2023 report Every Voice Matters! found that 98% of 542 women surveyed in Northern Ireland had experienced at least one form of violence or abuse in their lifetime, with coercive control and psychological abuse particularly prevalent yet frequently unrecognised by victims.
Voices from the Launch
Speaking at the launch, Junior Minister Joanne Bunting emphasised the Executive’s commitment to prevention:
“Violence and abuse against women and girls are unacceptable, and as an Executive we are committed to tackling this issue. We want everyone to understand what violence against women and girls is, how to prevent it, and how to build safe, healthy relationships which is why this campaign is so important. Training delivered through the pilot phase is already making a difference, helping more women and girls recognise the signs of coercive control. Those who have been trained are now equipping others, creating a ripple effect that strengthens awareness, supports early intervention, and empowers more people to identify abuse and take action, ensuring no one faces abuse alone.”
Junior Minister Aisling Reilly highlighted the isolating nature of the abuse:
“Coercive control is abuse and has absolutely no place in our society. It is a sustained pattern of behaviour designed to dominate, isolate and restrict a person’s freedom, often leaving them trapped and cut off from support. Ending violence against women and girls is a key priority for the Executive and this campaign, developed in partnership with Ulster University, is a key part of our commitment to that aim. It supports the priorities in our second Delivery Plan prioritising prevention, early intervention and improving understanding of abuse. By raising awareness, I hope this campaign helps women and girls recognise the warning signs and feel confident seeking support.”
Dr Susan Lagdon, Senior Lecturer in Psychology at Ulster University, noted the evidence base behind the initiative:
“Research consistently shows that violence against women and girls remains a significant issue in our society. We also know that many are unfamiliar with the term ‘coercive control’ and may not understand its impact. The development of the H.S.K.T. Coercive Control Awareness Campaign is the result of evidence-based design and dedication of many working together. The training toolkit and resource pack have been successfully piloted across a range of sectors, helping to build knowledge and confidence around this issue. We are delighted to officially launch the campaign and continue to raise awareness, prevent harm and strengthen responses to coercive control.”
Professor Paul Bartholomew, Vice-Chancellor of Ulster University, added:
“Dr Susan Lagdon’s work is driving vital dialogue on coercive control, and it is encouraging to see Ulster University research shaping policy and translating into practical tools for meaningful community impact.”
Pilot Training and Rollout
The campaign builds on a pilot phase that ran from September to December 2025, during which 47 frontline workers from 21 cross-sectoral organisations—including the health sector, the Police Service of Northern Ireland, and community and voluntary sector groups—received training. A further 46 workers from 20 additional organisations were trained in March 2026, bringing the total to just under one hundred professionals now equipped to recognise coercive control and support victims.
The training package has been adopted by participating organisations, who are now cascading the knowledge through their own networks. However, the Executive Office notes that “work is ongoing to develop arrangements to support the further roll out,” suggesting the timeline for reaching all 11 council areas and rural communities remains under development.
Gaps and Unanswered Questions
While the campaign represents a significant step in addressing what the Ulster University research identified as a critical knowledge gap, several important details remain unclear:
- Specific Budget Allocation: Though the broader EVAWG programme has been allocated £15.2 million over three years (2026-2029) according to Assembly research papers, the precise cost of the H.S.K.T. campaign and its evaluation metrics are not specified.
- Justice System Integration: The campaign focuses on awareness and early intervention, but there is no detail on how it connects with the criminal justice system to improve prosecution rates for coercive control offences, which remain challenging to evidence in court.
- Reach Beyond Frontline Services: The pilot trained workers in health, policing, and community sectors, but questions remain about how the campaign will reach isolated individuals who do not engage with these services, particularly in rural areas or among minority communities.
- Evaluation Framework: No baseline data or success indicators have been published to measure whether the campaign actually increases recognition of coercive control or reduces incidence rates.
Furthermore, while the EVAWG framework rightly focuses on the disproportionate impact on women and girls, the campaign materials do not explicitly address whether similar awareness resources will be available for male victims, who also experience coercive control but often face additional barriers to recognition and support.
What to Watch For
The H.S.K.T. campaign is designated as Action Four within the EVAWG Second Delivery Plan, which prioritises prevention and early intervention. As the rollout continues, observers should monitor:
- Whether the “train-the-trainer” model successfully expands beyond the initial 41 organisations to reach schools, workplaces, and sporting clubs.
- How the campaign coordinates with the £3.2 million EVAWG Change Fund, which supports grassroots community projects through local councils.
- Whether the Executive will publish evaluation data showing changes in public understanding of coercive control, particularly given research indicating that younger and lower-income individuals are less likely to recognise the term.
Anyone affected by coercive control or domestic abuse can contact the 24-hour Domestic and Sexual Abuse Helpline on 0808 802 1414, or call 999 in an emergency.