Junior Ministers launch H.S.K.T. Coercive Control awareness campaign with Ulster University
Date published:
Junior Ministers Joanne Bunting and Aisling Reilly have launched a new campaign in partnership with Ulster University to raise awareness of coercive control and support better public understanding of the signs of abuse.
The H.S.K.T Coercive Control Campaign focuses on highlighting that coercive control is abuse and provides information to help people recognise the behaviour and signs associated with it.
Junior Minister Joanne Bunting said: “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 said: “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 MBE, Senior Lecturer in Psychology, Ulster University, said: “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, Ulster University Vice Chancellor, 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.”
Notes to editors:
- The Ending Violence Against Women and Girls (EVAWG) Directorate in The Executive Office is responsible for the Strategic Framework to End Violence Against Women and Girls and associated Delivery Plans.
- The EVAWG Framework’s vision is of ‘A changed society where women and girls are free from all forms of gender-based violence, abuse and harm - including the attitudes, systems and structural inequalities that cause them’.
- The coercive control campaign is included at Action Four within the EVAWG second Delivery Plan (2026-2028) “Continue the roll out of the ‘Head, Shoulders, Knees and Toes’ (H.S.K.T) Coercive Control Campaign including training for cross-sectoral frontline workers in partnership with key stakeholders,” and is also specified as an action and indicator within the EVAWG Programme for Government priority.
- The H.S.K.T. Campaign has been developed around a memorable mnemonic which encourages women and girls to consider how they’re feeling in their relationships by checking in with their, Head: Are you doubting your thoughts or feelings? Shoulders: Are you constantly looking over your shoulder? Knees: Are you apologising without knowing why? and Toes: Do you feel like you’re walking on eggshells?
- A pilot phase of the H.S.K.T media campaign, and a related training initiative, were successfully rolled out over a three-month period from September to December 2025.
- A Training Toolkit and Resource Kit was used to train frontline workers and to equip them with the knowledge and tools to support women and girls that they interface with on this issue, while promoting healthy relationships.
- This was supported by a train-the-trainer programme delivered to 47 frontline workers across a range of 21 cross sectoral organisations, including the health sector, the PSNI and Community and Voluntary Sector (CVS) organisations.
- In March 2026, a further 46 frontline workers from these sectors, including 20 additional organisations, also received the training.
- The training package used during the pilot has been comprehensively adopted by those organisations involved and to date, just under a hundred frontline workers have been trained in recognising the signs of coercive control and how to provide support.
- Work is ongoing to develop arrangements to support the further roll out of the training and toolkit.
- Ulster University research paper Every Voice Matters has found that many women and girls will experience some form of coercive control, particularly psychological and emotional abuse in their lifetime.
- The EVAWG Programme team alongside Ulster University, have produced two videos to help raise awareness of coercive control and what it is.
- For media queries please contact The Executive Office press office via email: press.office@executiveoffice-ni.gov.uk
- The Executive Information Service operates an out of hours service for media enquiries only between 1800hrs and 0800hrs Monday to Friday and at weekends and public holidays. The duty press officer can be contacted on 028 9037 8110.