A new digital advert calls on men to be role models to help counter the toxic social media manosphere and reduce violence against women and girls.
Police Scotland’s latest That Guy campaign starts today, Monday, 28 September, with a call for everyday role models to recognise the positive influence that men can have on each other and boys, to prevent the attitudes and behaviours that lead to harassment, assault and rape.
The advert kick-starts a six-week focus aimed at tackling the over 200 reports of violence against women and girls crimes which are reported every day on average in Scotland.
“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.”
The campaign encourages men to recognise that being a positive role model isn’t about being perfect. It’s about the standards they set through their everyday behaviour, the way they speak about women, what they share online, the conversations they have with friends and whether they’re prepared to challenge behaviour that is sexist, disrespectful or harmful.
ACC Tim Mairs said: “This campaign comes at a crucial point where awareness of the levels of violence committed against women and girls has never been so acute.
“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.”
This year, Police Scotland is working with a growing network of partners across sport, education, transport and communities to take the campaign beyond its own channels and reach men in the places and spaces where they live, work and socialise.
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.
“Within our own organisation, we are committed to fostering a strong safeguarding culture. Our Safeguarding team works across the rugby community in Scotland to support them as they continue to promote allyship, encourage open conversations, and ensure that everyone involved in the game feels safe, respected, and supported.”
Phil Campbell, ScotRail Customer Operations Director, said: “The That Guy campaign’s aim to encourage positive male role models and explain the role men can play in preventing violence against women and girls is to be commended, and we support it.
“ScotRail is absolutely committed to doing everything we can to ensure the railway is safe for our customers and our staff.
“We will continue to work closely with Police Scotland to make sure people, particularly women and girls, feel safe while they’re travelling on Scotland’s Railway.
Neil Doncaster, Group Chief Executive of the SPFL, said: “Violence against women has no place in football or in our society. The ‘That Guy’ campaign is an important reminder of the role we all have to play in challenging harmful behaviours and attitudes and helping make women and girls feel safer. We are proud to support Police Scotland in continuing this important campaign.”
Jon Doig OBE, Commonwealth Games Scotland Chief Executive, said: “It’s important that young people have positive role models in their lives, and athletes have an important part to play in shaping attitudes and setting a positive example.
“We encourage young men and boys to recognise the influence they have on others and understand the impact their words and actions have, and the That Guy campaign is an important way of starting and continuing that conversation.”
Denise Irvine, Director of Operations at Tennis Scotland, said: “We are proud to support this campaign and stand alongside Police Scotland in raising awareness of sexual violence and the devastating impact it can have on women.
“There is no place for sexual violence, abuse or harassment in society. By working together, we can utilise the power of sport to challenge harmful behaviours, promote respect and create environments where everyone feels safe.”
The West of Scotland Sexual Assault Response Co-ordination Services: “Our staff provides 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.”
Gavin Quinn, Up and Running Events General Operations and Events Manager, said: “Crossing the line in running should mean you’ve achieved something special, that you’ve completed your race. It shouldn’t mean that ‘banter’ has gone too far.
At Up and Running Events, we’re all about positivity and support. We want to encourage men to speak up when that line is crossed, challenge unacceptable behaviour, and be positive role models in our community.
“Everyone should feel welcome and empowered to run. That’s the experience we want for everyone, and that is why we wholeheartedly support the That Guy campaign.”
Notes
- In the first quarter of 2026-27 (April – June), nearly 20,000 VAWG-related crimes were recorded. Nearly half (47.2 per cent) were domestic incidents. Nearly 40 per cent involved repeat offenders.
- Recorded crimes of rape increased by 10.8% since last year. Attempted rapes have also increased by 14.3% in the same period, from 154 to 176.
- For practical tools and advice on how to be a positive male role model, visit the That Guy website
- Phase one of the campaign – the new digital advert encouraging men aged 18-35 to recognise the influence they have on boys launches on Monday, 28 September.
- Phase two will launch in early 2027 and will be based on an education resource for young people aged 11-14, exploring themes including respect, boundaries, healthy relationships and manipulation.
- The resource is being co-designed with young people and developed and tested with schools across Scotland, helping ensure it is relevant, accessible and engaging.
A link to this year’s campaign is pasted below. Please note that this is also under a strict embargo until Monday, 28 September, 2026
You are a role model. Be a decent one. Stop sexual violence before it starts. – YouTube