'Don't be that guy': Police Scotland campaign urges men to question their behaviour towards women

A new video campaign is calling on men to question their own behaviour in a bid to tackle sexual violence against women.

Police Scotland's new campaign is being hailed as a 'powerful' approach to urge men to address male sexual entitlement.

The Don't Be That Guy campaign, launched this week, is earning plaudits for encouraging men to 'look in the mirror' at their own words and actions.

The campaign says its aim is to "reduce rape, serious sexual assault and harassment by having frank conversations with men about male sexual entitlement".

It challenges men to take the lead on making women's lives safer by taking a "hard look" at their own attitudes and behaviour at home, at work, and among friends.

It comes after calls for men to tackle harmful behaviour after a wave of protests across the UK demanding an end to violence against women, girls, and transgender people.

A man in the video poses questions in a bid to spark a wider conversation on men's behaviour. Credit: Police Scotland/Don't Be That Guy campaign

Men are being urged by the campaign to "stop contributing to a culture that targets, minimises, demeans and brutalises women".

It challenges men to talk to male family and friends about harmful behaviour and attitudes.

The effort comes follows fears for women's safety, following a string of women's violent deaths at the hands of men and male suspects.

Widespread dialogue over violence against women in recent years has led to calls for an end to victim-blaming and a cultural shift to demanding men tackle misogynistic attitudes themselves.

The Police Scotland video features actors speaking directly to the camera, voicing examples of sexually entitled behaviour.



In the footage, the men pose a series of questions - challenging men to consider whether their own behaviour - from calling a girl "doll," to wolf-whistling, or sending unsolicited explicit pictures - makes them part of the problem.

First Minister Nicola Sturgeon shared the campaign on Twitter today.

She wrote: "Sexual violence starts long before you think it does.

"This new campaign from Police Scotland is powerful and important. I’d ask all men to watch this film - and then encourage your sons, fathers, brothers and friends to do likewise."

Men pose questions about attitudes and behaviour in Police Scotland's anti-violence video. Credit: Police Scotland/Don't Be That Guy campaign

Some reacting on social media branded the campaign "powerful" and timely.

Others noted UK police forces are facing scrutiny following the death of Sarah Everard at the hands of a serving Met Police officer.

Wayne Couzens was jailed for life over the kidnap, rape and murder of the 33-year-old after he snatched off the streets of south London as she walked home during lockdown.

Sarah Everard, 33, was murdered by a serving Met Police Officer.

Do you need help or support?

  • Rape Crisis offers support for people who gave experienced sexual violence and be contacted on 0808 802 9999.

  • Survivors UK offers support for boys and men at 0203 598 3898.