Armagh City, Banbridge and Craigavon Borough Council has launched a new awareness drive on femicide aimed at dispelling misconceptions about who commits these crimes.

The initiative stresses a stark reality: men who kill women do not conform to a single type or profile. Perpetrators are frequently people known to victims — partners, neighbours or trusted community figures.

Delivered through a series of short films, the campaign challenges the belief that offenders are easily spotted or outwardly dangerous.

Northern Ireland continues to experience some of the highest levels of violence against women. Since 2020, almost 30 women have been killed by men, underscoring the need for greater awareness, early intervention and cultural change.

Each film concludes with the same message: 'Men who kill women don't fit a single profile. There is no typical perpetrator'. Speaking about the campaign, the Lord Mayor of Armagh City, Banbridge and Craigavon, Councillor Mary O'Dowd said: "This campaign highlights an important reality that there is no typical perpetrator of femicide. Femicide is not committed by 'monsters' hiding in the shadows – it is most often carried out by men, in everyday life. If we are serious about ending violence against women and girls, we must challenge assumptions, recognise harmful behaviours early and hold perpetrators to account.

"Ending violence against women and girls requires a collective effort and continuing to raise awareness is an important part of that work."

The campaign has been developed by Armagh City, Banbridge and Craigavon Borough Council in partnership with Newry, Mourne and Down District Council, the Southern and South Eastern Health and Social Care Trusts, and The Executive Office.

It forms part of the council's ongoing commitment to tackling violence against women and girls and will run across its digital channels in the coming weeks.

Each video signposts support services and helplines for anyone affected by domestic abuse or violence against women and girls.

If you're worried about your safety or someone else's, call the 24hr Domestic and Sexual Abuse Helpline on 0808 802 1414.