The Scottish Government has launched a new advertising campaign urging boys and young men against sharing misogynistic content online. The advert warns that sexist content is “never harmless” and that it affects girls in real life, including ones you know. The campaign runs from 16th February to 23rd March across digital, audio, outdoor and social media channels.
Social media plays a significant role in most young people’s lives, and the rise of online misogyny means that boys and young men are often seeing harmful, sexist content even when they have not searched for it.
This campaign aims to reach that same audience of young men and boys aged 11-18, and ask them to question harmful sexist content when they see it and to understand its impact on girls in real life, including the ones they know. By choosing not to engage with sexist content online by not liking, sharing or commenting on it, boys and young men can help stop the spread.
Alongside talking to boys and young men, Scottish Government are also speaking to parents and other influential adults, highlighting the scale and impact of the issue and asking them to start the conversation with the young people in their lives.
The campaign runs from 16th February to 23rd March across digital, audio, outdoor and social media channels. It forms part of the Scottish Government’s Equally Safe Strategy to prevent violence against women and girls.
Watch the campaign film for young people via YouTube here.
Download the toolkit below for more information.