The Home Office has partnered with Hollyoaks again as part of the Enough campaign, working with Nadine Mulkerrin and Tyler Conti for their coercive control storyline.
This is one of the main storylines that will run across 2024, peaking this summer.
Enough is the government’s campaign to tackle abusive behaviour that disproportionately impacts women and girls. The campaign focuses on the role that bystanders can play in safely challenging abuse, which will be reflected during the course of the storyline over the coming months. The partnership will bring to light the harmful behaviours that often occur within coercive and controlling relationships, demonstrating the impact of violence against women and girls on the victim, as well as highlighting the importance of bystanders knowing how to safely intervene.
Home Secretary, James Cleverly said: “Tackling violence against women and girls is a real priority for me. We know that controlling and coercive relationships can have a lasting and severe impact on victims. That’s why we made it a specific criminal offence and are making sure those convicted are monitored by the police in the same way as physically violent offenders.
“By partnering with Hollyoaks, we’re raising awareness of how to recognise these behaviours as well as empowering the public to call out abuse when they see it and safely intervene when appropriate.”
We will first see the partnership come to life on screen at the end of May (23rd-29th May 2024) and then again highlighted in a second burst at the beginning of July (4th-10th July 2024).
With the return of Cleo McQueen in 2024, we also see the unexpected arrival of Abe, a male character that she’s recently been dating. Cleo is unaware of the twisted mind games that Abe plays with her, while all her extended family genuinely fall fast and hard for him. She learns a dark secret that Abe is keeping, and she is coerced into keeping it while he continues to abuse Cleo emotionally and physically.
Later, we see how he separates her from her family as they move into their own apartment, and Abe begins to use her past eating disorders to control her. This is an overarching storyline for Hollyoaks that will have several peaks throughout, including moments to highlight this important partnership
Hollyoaks has a rich history of exploring real-life issues head on, offering a safe, authentic route into this topic. It has been working closely with the government to seamlessly integrate messaging around violence against women into episodes, as well as creating bespoke digital activity that will sit on the Hollyoaks social platforms and cast members’ socials. This will help to educate viewers on the breadth of abusive behaviours and the harmful impact they have on victims.
“We’re delighted to have supported Lime on their innovative fusion of an important storyline in partnership with government. Hollyoaks’ integration of the Enough campaign further highlights how Channel 4 and our partners can work authentically with brands to deliver change through entertainment,” said Rupinder Downie, sponsorship & commercial partnerships leader.
