Bradford Foundation Launches Campaign Against Abusive Relationships

New initiative aims to educate young people on recognising abuse

The Bradford City FC Community Foundation has partnered with Bertha’s Legacy to address the issue of abusive relationships among young people. The collaboration has resulted in the launch of a campaign titled ‘Clock It. Call It. Cut It.’, which seeks to raise awareness about the various forms of abuse and controlling behaviour in relationships.

Campaign focus and context

The campaign coincides with the Foundation and Bertha’s Legacy’s support for the United Nations Women’s 16 Days of Activism against Gender-Based Violence. This year’s theme, #NoExcuses, highlights the harassment, abuse, and control experienced by many women and girls, particularly in online environments.

The campaign includes a video that portrays a text-based conversation, illustrating how controlling behaviours can begin subtly and escalate into more serious abuse over time. It aims to encourage young people to recognise these signs early and seek help.

Statements from organisers

Kathryn Saunderson-O’Hare, Head of Partnerships and Business Development at the Bradford City FC Community Foundation, commented on the partnership:

• She emphasised the importance of working with experts like Bertha’s Legacy to connect with local audiences in Bradford and the surrounding district.
• She noted the goal of facilitating conversations that could lead to changes in behaviour related to abusive, controlling, and violent conduct.

Zanele Bey, co-founder of Bertha’s Legacy, expressed her views on the joint effort:

• She highlighted the importance of empowering young people and involving parents, supporters, and the wider community in prevention efforts.
• She stated that the collaboration aims to foster a culture where respect and safety are seen as shared responsibilities.

About Bertha’s Legacy

Bertha’s Legacy is a UK-based organisation established in 2021 by Sithembile Chigwada and Zanele Bey. It focuses on supporting marginalised women affected by gender-based violence and domestic abuse. The organisation provides advocacy, support services, and skills training to survivors, aiming to challenge societal norms and promote equality.

Support and resources

The campaign directs viewers to Bertha’s Legacy’s support services for women affected by gender-based violence and domestic abuse. It encourages those experiencing abuse to seek assistance and raises awareness of the resources available within the community.