Police Scotland campaign asks men to challenge misogyny amid 200 daily reports

Police Scotland has launched a new campaign encouraging men to become positive role models and challenge the attitudes that contribute to harassment, sexual assault and violence against women and girls.

The latest phase of the force’s That Guy campaign centres on a digital advert aimed at countering harmful messages spread by online “manosphere” influencers. It asks men to consider the influence they have on boys, friends and colleagues through the language they use, the content they share and their willingness to challenge sexist or disrespectful behaviour.

The advert begins a six-week campaign responding to an average of more than 200 reports of crimes involving violence against women and girls every day in Scotland.

Assistant Chief Constable Tim Mairs described violence against women and girls as a “national emergency” and warned that social-media algorithms can repeatedly expose boys to extreme ideas about masculinity, relationships and the treatment of women.

Police Scotland said the campaign was not asking men to present themselves as perfect. Instead, it focuses on everyday behaviour and the standards men establish in conversations, social situations and online spaces. Its message is that men can intervene before harmful attitudes escalate into abuse or violence.

That Guy was first launched in 2021 to reduce rape, serious sexual assault and harassment by encouraging direct conversations with men about their behaviour towards women. The campaign challenges the idea that responsibility for staying safe should fall primarily on women and instead asks men to examine conduct that can contribute to fear, humiliation and sexual violence.

This year’s campaign is being supported by organisations across sport, transport, education and local communities. Partners include Scottish Rugby, the Scottish Professional Football League, ScotRail, Tennis Scotland and Team Scotland.

Police Scotland hopes these partnerships will help the message reach men in the places where they work, travel and socialise. Sporting organisations will use their platforms to promote respectful behaviour and encourage supporters and players to speak up when supposedly harmless “banter” becomes degrading or threatening.

The campaign reflects growing concern about the influence of online misogyny on young men and boys. Police leaders argue that preventing violence cannot begin only after an offence has occurred; it must also involve challenging the attitudes and behaviour that allow abuse to become normalised.

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