A new campaign from Police Scotland is urging men to be role models, to counter the toxic online manosphere and reduce violence against women and girls.
That Guy stars this week, calling for “everyday role models” to recognise the positive influence that men can have on each other “to prevent attitudes and behaviours that lead to harassment, assault and rape.”
The online ad kickstarts a 6-week focus aimed at tackling the 200+ reports of violence against women and girls crimes, which are reported each day, on average, in Scotland.
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“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,” said Assistant Chief Constable Tim Mairs.
“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.”
Mairs added that the messaging wasn’t about being perfect, it was about “the standards they set through their everyday behaviour.”
“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,” he continued.
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.
They will be sharing the messaging across their platforms.
