‘Love should not hurt, manipulate, or control’: Glasgow Women’s Aid teams up with Glasgow City FC for Valentine’s Day campaign
In the wake of Valentine’s Day, Glasgow Women’s Aid has launched a powerful new campaign, ‘He Loves Me Not,’ to challenge harmful misconceptions about love and raise awareness around coercive control.
For many, February 14th is a day of romance, flowers, and grand gestures. But for some women, it’s a painful reminder of how love can be weaponised as a tool of manipulation and control. The ‘He Loves Me Not’ campaign highlights how traditional ideals of love can mask abusive behaviours, particularly coercive control, which often presents as jealousy, possessiveness, and dominance.
“A phrase we hear all too often from women reaching out to us is: ‘Oh, he only does it because he loves me,'” says Rosie Conlon-McKay, Communication Worker at Glasgow Women’s Aid. “This heartbreaking sentiment reflects a widespread misconception that abuse can be excused or justified under the guise of love. Our campaign aims to challenge this narrative and expose the reality that love should never hurt, manipulate, or control.”
A campaign for awareness and action
The campaign, which has been running throughout February, features impactful visual content designed to prompt conversations about coercive control and emotional abuse. Social media posts address common misconceptions, such as ‘He gets jealous because he cares,’ or ‘He only texts me all the time because he loves me.’
“We want to empower survivors to recognise these behaviours for what they are: warning signs of abuse,” explains Conlon-McKay. “We also hope to challenge the media to move beyond clichéd portrayals of romantic love and acknowledge the harm these narratives can cause.”
What is coercive control?
Coercive control is a pattern of behaviours used to dominate, manipulate, and intimidate a partner. It often starts subtly and escalates over time, making it hard for victims to identify. Tactics include isolating someone from their support network, monitoring their activities, dictating their appearance and routines, and using threats to instil fear. These behaviours are often disguised as acts of love or concern, such as extreme jealousy or constant contact.
Coercive control has been a criminal offence in Scotland since 2019, under the Domestic Abuse (Scotland) Act. Glasgow Women’s Aid explains that it can leave victims feeling confused, scared, and dependent on their abuser. Recognising these signs is crucial for breaking free and seeking help. The organisation provides resources and support to help survivors regain their independence and rebuild their lives.
Partnership with Glasgow City Football Club
On 14th February, the campaign message was displayed at Petershill Stadium during Glasgow City FC’s match against Celtic, which was broadcast live on BBC Scotland in the evening.
“Football reaches a broad and diverse audience,” says Conlon-McKay. “By partnering with Glasgow City FC, we’re bringing our message to a new platform and hopefully encouraging more women to seek help if they need it.”
“Partnering with Glasgow Women’s Aid on their ‘He Loves Me Not’ campaign strengthens our relationship with a local charity that puts these groups at the heart of what they do,” said Laura Montgomery, Chief Executive of Glasgow City FC. “It also reinforces our message that there is no excuse for violence against women and girls.”
Angela Devine, Chief Executive of Glasgow Women’s Aid, added: “The partnership between Glasgow Women’s Aid and Glasgow City FC for the ‘He Loves Me Not’ campaign is a powerful statement of solidarity and shared commitment to combat violence against women and girls. By harnessing the visibility of Glasgow City FC, ‘the original trailblazers for women and girls in football’, we can raise much-needed awareness and reinforce the message that there is no justification for abuse.”
Rethinking romance
Glasgow Women’s Aid is encouraging the public to reflect on what real love looks like this time of year. Their message is clear: genuine love is built on trust, respect, and equality – not fear or control.
“We live in a society where obsessive behaviour is often romanticised,” says Conlon-McKay. “But the reality is that controlling actions, like constant texting, isolation from friends, or possessive jealousy, are red flags, not signs of devotion.”
Need help?
For those who need support, Glasgow Women’s Aid offers a confidential helpline and resources for women experiencing domestic abuse. You are not alone – help is available.
Visit glasgowwomensaid.org.uk or call their helpline at 0141 553 2022.
