Police Scotland launches campaign against violence against women and girls

Police Scotland has launched a new campaign, 'That Guy,' aimed at tackling violence against women and girls, which Assistant Chief Constable Tim Mairs has branded a 'national emergency.' The campaign, which began on Monday, September 28, targets men aged 18 to 35, encouraging them to act as positive role models and challenge harmful attitudes. The initiative highlights the significant influence of social media and 'manosphere' content on young men's perceptions of masculinity, sex, and relationships, which can normalize extremist views and negatively impact women's safety.

The six-week campaign seeks to address the average of over 200 daily reports of violence against women and girls in Scotland. It offers an alternative narrative focused on respect and healthy relationships, empowering men to use their influence to create a safer environment for women and girls. Police Scotland is collaborating with various partners, including Scottish Rugby, the Scottish Professional Football League (SPFL), and ScotRail, to extend the campaign's reach beyond its own channels and engage men in their communities.

Scottish Rugby, through its professional teams, will share video messages to promote the initiative, and plans to engage with supporters at match days. The organization also emphasizes its commitment to fostering a strong safeguarding culture within the rugby community. ScotRail supports the campaign's aim to encourage positive male role models and is committed to ensuring the safety of its customers and staff, working with Police Scotland to achieve this.