A HARD-HITTING TV advert is at the centre of a new campaign to cut cases of rape.

It features the build-up to a rape and the aftermath with the rapist behind bars.

The slogan is Rape - Short Word, Long Sentence.

All four Welsh police forces are behind the campaign which will also feature on radio and poster adverts.

Police have said the aim is to highlight how seriously the crime is treated.

The campaign will also encourage victims to come forward, either to police or sexual assault referral centres (Sarc), and highlight how drinking excess alcohol can make people more vulnerable.

Watch the campaign video below

Det Supt Kevin O'Neill, from South Wales Police, said: "This campaign was piloted in December 2008 and indications are that it helped to contribute to a significant reduction in this type of crime during December and January with the number of incidents reported dropping from 16 to five.

"The main objective of this campaign is to make people realise their vulnerability when under the influence of alcohol, particularly their sexual vulnerability, as alcohol features within two-thirds of all rapes reported to the police.

"Through this campaign we also want to encourage people to report rape."

He said every force had specially trained officers to offer victims support.

Libby Jones, the chief executive of the Merthyr and Swansea Sarc said: "This is a hard-hitting campaign which clearly illustrates the devastating consequences rape can have.

"But it also highlights that help and support is available for anyone that needs it."