Violence against women and girls is a national emergency

Police Scotland have launched a new digital advert which calls on men to be role models to help counter the toxic social media manosphere and reduce violence against women and girls.

Police Scotland’s latest That Guy campaign starts today, Monday, 28 September, with a call for everyday role models to recognise the positive influence that men can have on each other and boys, to prevent the attitudes and behaviours that lead to harassment, assault and rape.

The advert kick-starts a six-week focus aimed at tackling the over 200 reports of violence against women and girls crimes which are reported every day on average in Scotland.

Launching the campaign, Assistant Chief Constable Tim Mairs said: “Violence against women and girls is a national emergency. Young men and boys are growing up where attitudes towards women, sex and relationships are shaped what they see online, including messages about masculinity and how women should be treated.

“Manosphere influencers and social media algorithms can repeatedly expose boys to harmful attitudes and behaviours, which can become normalised. This extremist content is having a direct impact on women’s safety.

“Our campaign offers a different narrative, one based on respect, positive role modelling and healthy relationships.

“We’re supporting men aged 18 – 35 to reflect on the role they can play in positively influencing boys and young men.”

The campaign encourages men to recognise that being a positive role model isn’t about being perfect. It’s about the standards they set through their everyday behaviour, the way they speak about women, what they share online, the conversations they have with friends and whether they’re prepared to challenge behaviour that is sexist, disrespectful or harmful.

ACC Tim Mairs said: “This campaign comes at a crucial point where awareness of the levels of violence committed against women and girls has never been so acute.

“We know that men want to be part of the solution. The campaign is about empowerment, recognising the influence you have and being the guy who uses it to create a Scotland where women and girls feel safe, respected and free from violence.”

This year, Police Scotland is working with a growing network of partners across sport, education, transport and communities to take the campaign beyond its own channels and reach men in the places and spaces where they live, work and socialise.

Partners supporting the campaign include Scottish Rugby, West of Scotland Sexual Assault Response Co-ordination Services, Scottish Professional Football League (SPFL), ScotRail, Tennis Scotland, Team Scotland and Up and Running Scotland.