Tackling Misogyny - 16x9 - Social Static
Violence Against Women and Girls (VAWG)
Safer

Tackling Misogyny - New Campaign Launch

The Scottish Government is launching a new campaign to tackle misogyny and its real-world impact on young people in Scotland.

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, we 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.

About the Campaign

The campaign runs from 16 February to 23 March 2026 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

Watch the campaign film for influential adults via YouTube here

Visit safer.scot for more information and support for young people, and ParentClub.scot for guidance on starting conversations with young people.

Stakeholder Toolkit

A Stakeholder Toolkit has been developed to help you share the campaign with your audiences. It includes:

  • Campaign overview and key messages
  • Key statistics
  • Social media images and films
  • Suggested social media copy
  • Posters

Download all campaign assets via the SG Communications Resource Centre - Tackling Misogyny

How You Can Help

  • Share campaign content on your social media channels
  • Use assets from the toolkit in your own communications
  • Follow Safer Scotland on Facebook and Parent Club on Facebook and Instagram and reshare content with your audiences
  • Display posters at relevant locations
  • Direct parents and carers to ParentClub.scot for support

Your support is vital in helping us reach young people and the adults who influence them. If you would like to collaborate further, support PR activity, or have any questions, please contact sgmarketing@gov.scot