Edmonton police responded to nearly 5,300 cases of domestic violence between January and August 2012, almost one-third more than the same period last year.

But police continue to believe the numbers reflect the growing number of victims speaking out. 

"While these figures are troubling, they also underline a positive trend — more and more people, not only victims, but members of the community — are taking a stand against domestic violence and reporting these incidents to police," Staff Sgt. Darcy Strang said in a media release.

Police are hoping a campaign around two graphic commercials will encourage more people to come forward in cases of abuse.

"These victims sometimes feel isolated and afraid to leave their abusive relationship, but they need to know that the police take the victim’s situation very seriously and can provide not only legal assistance but social support connections," said Strang.