Police Scotland launch advert amid violence against women and girls ’emergency’

Police Scotland has launched a new advert as part of efforts to tackle a “national emergency” of violence against women and girls.

Police Scotland’s That Guy campaign, which calls on men to be positive role models and has a specific focus on social media “manosphere” influencers, starts on Monday.

The new advert is the beginning of a six-week campaign aimed at tackling a daily average of 200 reports of violence against women and girls in Scotland.

Launching the campaign, Assistant Chief Constable Tim Mairs said that “social media algorithms” can expose boys to harmful attitudes.

He 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 to 35 to reflect on the role they can play in positively influencing boys and young men.”

This year, Police Scotland is working with partners to spread awareness of the campaign including 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.

A spokesperson at the West of Scotland Sexual Assault Response Co-ordination Services said: “Our staff provide person centred clinical, forensic and emotional support to people who have experienced sexual violence.

“Every day, we see the devastating impact these crimes can have on individuals and their loved ones.

“This campaign encourages men and boys to reflect on their attitudes and behaviours, challenge inappropriate conduct, and speak up when something doesn’t feel right.

“By stepping in early and having conversations, we can all play a role in preventing sexual violence before it occurs.”

Published: 28/09/2026 by Radio NewsHub