‘Love Creep’ is a new piece of language that describes how love can turn into a pattern of control. Lovecreep.nz simulates it; validating those who feel controlled, waking users up to their emotional abuse (knowingly or not), and giving family and friends a way to broach the subject.

Lovecreep.nz uses real life examples (Love Bites) to educate people on how to spot controlling behaviours. It also enables them to create their own patterns of control, based on what they may have experienced, seen or used. Along with AV content and OOH some of the edits created will be shared anonymously across TikTok, showing up in young people’s feeds and prompting them to reflect on their own relationships.