If Love Hurts has been developed to mark White Ribbon Day. Director Peter Giblin says,

The film explores the emotional aspect of domestic abuse and how that abuse takes place within a context of love. It takes on average up to eight abuses before a victim will feel able to speak out.  Often, victims of domestic abuse love their abusers, as well as fear them. Frequently victims will not realise they are in an abusive relationship. This is why the message of the film says ‘If love hurts, it’s not love’.