Halifax

It’s time for gender-based violence campaigns to target men

On January 9, the provincial government of Nova Scotia announced a new public awareness advertising campaign to combat gender-based violence. This initiative comes in response to the tragic deaths of six women and one victim’s father at the hands of their partners in the past three months. Justice minister Becky Druhan emphasized the importance of letting people know that they are not alone and that resources are available for those experiencing intimate partner violence.

The campaign features an illustration of a woman being covered with an umbrella by another person, with the headline: “Not all abuse leaves bruises, but all abuse is harmful.” This message aims to dispel the myth that abuse must be physical to be harmful. While the campaign is a step in the right direction, advocates like Kristina Fifield believe that it falls short by not targeting the audience that needs to be addressed: men who engage in abusive behavior.

Fifield, a trauma therapist and gender-based violence advocate, stresses the importance of raising awareness about men who perpetrate violence. She points out that while there have been numerous campaigns focused on supporting victims, there has been a lack of conversation around holding abusers accountable. The “Reflect on your Behaviour” campaign from the UK serves as a great example of messaging that targets men and encourages them to reflect on their actions.

The campaign in the UK addresses different forms of abuse, including physical violence, controlling behavior, stalking, and emotional manipulation. Coercive control, such as gaslighting and isolating a partner, is highlighted as a significant issue that needs more attention. Sue Bookchin, CEO of Be the Peace Institute, emphasizes that these tactics are used by abusers to assert control over their partners and cut them off from support networks.

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Bookchin suggests implementing campaigns that explicitly ask men to examine their behavior and seek help if necessary. Posters and restroom stickers placed in public spaces can serve as reminders for men to reflect on their actions and seek support. By targeting men and their peers, colleagues, and friends, Nova Scotia can work towards preventing gender-based violence and creating lasting change.

It is crucial to shift the focus from reactive measures to proactive strategies that address the root causes of gender-based violence. By engaging men in conversations about their behavior and promoting healthy relationships, we can work towards reducing incidents of violence and creating a safer community for all. Nova Scotia must take bold steps to challenge patriarchal systems and hold abusers accountable to truly combat gender-based violence.

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