Men across Scotland are being asked to recognise the influence they can have on boys and young men as Police Scotland steps up its campaign against violence towards women and girls.

The latest phase of the That Guy campaign focuses on positive male role models and the growing influence of online manosphere content, against a backdrop of more than 200 reports of violence against women and girls related crimes every day on average in Scotland.

Police Scotland says almost 20,000 related crimes were recorded between April and June this year, with 47.2% involving domestic incidents and almost 40% involving repeat offenders.

Recorded crimes of rape increased by 10.8% compared with the previous year, while attempted rapes increased by 14.3%, from 154 to 176.

The six week campaign is aimed particularly at men aged 18 to 35 and asks them to consider how their everyday behaviour can influence younger men and boys.

Assistant Chief Constable Tim Mairs 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 – 35 to reflect on the role they can play in positively influencing boys and young men.”

The campaign argues that positive role models do not need to be perfect, but can make a difference through how they speak about women, what they share online and whether they challenge sexist, disrespectful or harmful behaviour among friends.

Mairs added:

“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.”

Police Scotland is working with organisations across sport, transport, education and communities to take the campaign beyond traditional police channels.

Partners include Scottish Rugby, the Scottish Professional Football League, ScotRail, Tennis Scotland, Team Scotland, Up and Running Scotland and West of Scotland Sexual Assault Response Co ordination Services.

The campaign will move into a second phase in early 2027 with an education resource for young people aged 11 to 14 covering respect, boundaries, healthy relationships and manipulation.

That resource is being developed with young people and tested in Scottish schools as Police Scotland seeks to challenge harmful attitudes before they become established behaviours.