ThatGuy

Tackling men’s violence against women and girls is the highest strategic priority for Police Scotland. Since its formation in 2014, Police Scotland has undertaken annual campaigns to reduce rape by educating men about consent. But recent insight offers evidence that, contrary to established thinking, most men understand consent but ignore it. Decision-making is skewed by male sexual entitlement, which, in practice, means men assume consent where none is given. Sexual entitlement starts with assuming a right to a woman’s attention and can end with rape. Such feelings of entitlement are a direct consequence of the patriarchal attitudes and gender inequalities that exist in society. Only by recognising those inequalities and how they influence male behaviour can we reduce and ultimately end male sexual violence. ThatGuy (pt1) started a national (and international) conversation by asking men to look at themselves and reflect on their attitudes and behaviours towards women. Against a cultural backdrop of victim-blaming, the campaign was a step change in the approach from PoliceScotland highlighting male entitlement and misogyny as the root cause of sexual violence against women and girls. ThatGuy (pt1) successfully changed the conversation. Police Scotland rewrote their strategy for tackling sexual violence against women and girls. And other forces across the UK looked to them for leadership. ThatGuy (pt2) was where the real work had to begin. We took the provocative theory of ‘active bystanders’, applied it to real, achievable behaviour change for young Scottish men, and brought it to national/global attention. Reducing everyday misogyny is now at the heart of a national conversation about being better men and better friends. Our campaign and insight continue to influence policing strategy across the UK. PoliceScotland has so far given 78 presentations to other police forces and organisations.