Police Scotland launches six-week That Guy campaign to address violence against women and girls

# What happened

Police Scotland has launched a new That Guy advertising campaign, beginning with a television advert that will run over six weeks. The campaign asks men aged 18 to 35 to consider how their behaviour influences boys and younger men and to act as positive role models.

# Why the campaign was launched

Police Scotland describes violence against women and girls as a national emergency and points to a daily average of 200 reports of such crimes in Scotland. Assistant Chief Constable Tim Mairs says young men and boys are often exposed to harmful material online that shapes attitudes about masculinity, sex and relationships. The campaign specifically calls out so-called 'manosphere' influencers and social media algorithms as means by which those attitudes can become normalised.

# What the campaign asks men to do

• Reflect on personal attitudes and behaviours towards women and girls.
• Challenge inappropriate conduct when they see it.
• Speak up or step in when a situation doesn't feel right.

The campaign frames this as early intervention: by influencing boys and young men now, the aim is to reduce the future incidence of sexual and other violence.

# Where the campaign will appear and who's involved

Police Scotland says it will work with a range of partners to spread the message. Named partners include Scottish Rugby, the Scottish Professional Football League, ScotRail, Tennis Scotland, Team Scotland, West of Scotland Sexual Assault Response Co-ordination Services, and Up and Running Scotland. The partner mix is intended to reach men across sport, transport and community settings.

ACC Tim Mairs highlighted the role of social media in shaping attitudes, saying algorithms can repeatedly expose boys to harmful content. The campaign's narrative centres on respect, healthy relationships and positive role modelling rather than punitive messaging.

# Context and related coverage

Other outlets covering the launch note similar framing: the campaign addresses online misogyny and its impact on real-world behaviour. Public figures, including the First Minister in some reports, have described the rates of violence against women and girls as a national emergency, which aligns with Police Scotland's language. Recent reporting around this topic has also flagged increases in domestic-abuse-related charges and broader calls for urgent action across agencies.

# What to watch next

• Whether the campaign changes public conversation or measurable reporting patterns among the target age group.
• How partners deploy the campaign materials across sporting and transport environments.
• Any official metrics Police Scotland publishes after the six-week run describing reach, engagement, or observed behaviour change.

# Bottom line

That Guy is a behaviour-focused, partnership-backed communications push aimed primarily at men aged 18–35. It links repeated exposure to misogynistic online content with attitudes that can lead to violence and asks men to act as counter-influences by modelling respect and intervening when they encounter inappropriate conduct.