Merseyside Police has followed Greater Manchester's lead and rolled out a domestic abuse awareness campaign to coincide with the World Cup.

The forces are taking action because they say there is an increase in domestic abuse incidents during major sporting events when tensions run high and alcohol flows freely.

This latest campaign, created by Cheshire agency Origin, is being piloted in St Helens during the World Cup and will continue to run throughout the year.

Work includes roll-up banners, posters and leaflets urging victims and witnesses to report abuse.

Also as part of the campaign a lip-balm will be given away with a disguised telephone number, hidden in a barcode, for people who want to take away information without drawing attention to themselves.

Mark Bottomley, Origin's managing director, said: "We need to drive home the message to both victims and witnesses, so we have taken a highly visual approach. Creatively we have made use of a powerful photographic image of domestic abuse being carried out.

"The picture is divided with a strong red line positioned directly over the most offensive part of the picture, with the strapline, ‘Draw a line on domestic abuse’. We want victims to know they don’t need to be embarrassed, ashamed, vulnerable or isolated, as they’re not alone.”

Jayne Pugh, head of communication and marketing at Merseyside Police, added:  “The key message we want to get across is that domestic abuse isn’t just physical; it can be psychological, emotional, financial, and sexual. 

"We want people to understand what constitutes domestic abuse, and to let victims know what help is available if they are suffering."

Merseyside Police is planning to work with further partner agencies and councils across Merseyside to extend the campaign as it takes shape.