Marketing people know that the most difficult part of advertising is just getting attention. Cognitive science reveals that there are two kinds of attention — conscious and unconscious. Conscious attention is when we purposely pay attention to something because we feel we need this information. It could be anything from an ad for something we had been looking for to a traffic sign for a turn on the road. Unconscious attention comes from the unusual. When we hear a bang, all the heads turn to see what happened.

The problem for those who want to raise awareness of a social problem is that there are so many messages floating around that to get attention in any form is extremely difficult. This is why the advocates of domestic violence deserve a tip of the hat. During the regular meeting of County Commissioners on Thursday, October 18th, Judge Joy McCoy received the presentation of Proclamation of Domestic Violence Awareness Month. In so doing, Lycoming County is joining communities and major organizations all over the country in this important cause.

It was forty years ago in 1978 when the United States Commission on Civil Rights began hearings on battered women. Out of these grew the National Coalition Against Domestic Violence. In October of 1981, this organization held a “Day of Unity” to bring awareness to the issue. It soon became an entire week devoted to a range of activities conducted at the local, state, and national level. In October 1987, the first Domestic Violence Awareness Month was observed. In 1989, the U.S. Congress passed Public Law 101-112 designating October of that year as National Domestic Violence Awareness Month and has done so every year since.

While all of this is important, to be sure, it does not get the public attention. Here is where the National Coalition Against Domestic Violence has shown real ingenuity. They have gotten support from organizations such as the NFL, NASCAR, US Department of Veteran Affairs, colleges and universities around the country, as well as major networks and local news stations. This was a ‘bang’ that was getting noticed.

And it is getting noticed in Lycoming County, as well it should. Judge Joy McCoy sees the aftermath effect in a disturbingly regular way. In fact, she noted that in the past several weeks, there have been two domestic violence homicides come across her bench. The proclamation points out the problem. Almost a third of all people in the USA experience physical violence by an intimate partner in their lifetime. The cycle of violence continues because men who witness domestic violence at a young age are twice as likely to abuse their own partners and children as adults.

It’s not just punches and black eyes — it’s yelling, humiliation, stalking, manipulation, coercion, threats, and isolation. Verbal abuse could be everything from constant use of the silent treatment, to calling someone stupid so often they believe it. Nearly three out of four Americans personally know someone who is or has been a victim of domestic violence. Across the United States, domestic violence affects millions, both women and men, and is truly an equal opportunity abuser as it impacts every race, religion, culture, and status.

Judge McCoy remarked that there is a great collaboration of support between her court and the Sheriff’s office, Adult Probation, Children & Youth, the Prison, pro-bono attorneys, etc. The effort is not just punitive but seeks solutions and remediation. Every citizen of the county should be alert to the risk factors such as low self-esteem, depression, isolation from friends and family, heavy alcohol and drug use, among others. Those who seek help should call the Domestic Abuse Hotline: 1-800-326-8483.