By HOLLY LENNON

NEARLY 200 incidents of domestic abuse were reported daily to police between Christmas Eve and January 5 this year.

Incidents of domestic abuse increase by 25 per cent during the festive period, up from the average of 158.5 on any normal day.

To tackle the expected rise, Police Scotland have launched the #every9minutes campaign, aimed at perpetrators but using the language and controlling behaviours heard from victims.

The campaign includes cinema and radio advertisements and will also run across digital channels to encourage reporting, signposting people to partners who can provide support.

Launching Police Scotland’s domestic abuse marketing campaign, Assistant Chief Constable (ACC) Gillian MacDonald, said: “The festive season is traditionally a time when people get together to celebrate but for some the threat of domestic abuse hangs over them.

“Last year, reports of domestic abuse increased by 25 per cent over the festive period.

“This is a matter of huge concern and that’s why, each year, we run a campaign to raise awareness of domestic abuse, deter perpetrators and to prevent offending during this period of heightened risk.

“Domestic abusers want to control the actions and thoughts of their victims, this can take the form of violence but equally it can be threats or other abuse which demean their victim, destroying their confidence, and isolating them financially or from family and support.

“This type of abuse is often subtle and not necessarily as obvious as physical violence.

“However, this behaviour is equally as damaging, with some saying it can be worse than physical violence.

“Our officers are called to a domestic incident on average every nine minutes. Over Christmas this increases.

“Domestic abuse affects every community regardless of ethnicity, religion, gender, age or sexual orientation.”

A total of £110,000 of additional funding will be used to procure new domestic abuse alarms for high risk victims.

Using new technologies, the alarms have the ability to immediately connect victims to police, enabling an enhanced response to emergency situations.