New That Guy advert from Police Scotland as violence against women and girls branded 'national emergency'

A new advert has been launched as part of Police Scotland's efforts to tackle a "national emergency" of violence against women and girls.

The force's latest That Guy campaign is urging men to be positive role models to combat the dangers of social media "manosphere" influencers.

The new advert, released on Monday, kick-starts a six-week focus aimed at addressing a daily average of 200 reports of violence against women and girls in Scotland.

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."

That Guy began in 2021 and aims to reduce rape, sexual assault and harassment by having frank conversations with men about attitudes and behaviour around women.

Police Scotland said the latest campaign aims to encourage men to recognise that being a positive role model isn't about being perfect.

It's about the standards they set through their everyday behaviour, the way they speak about women, what they share online, the conversations they have with friends, and whether they're prepared to challenge behaviour that is sexist, disrespectful or harmful.

First Minister John Swinney recently pledged to tackle the serious issue - which includes plans to bring forward a misogyny bill and launch a public health campaign to challenge misogynistic attitudes in boys and young men.

It comes following the recent murder cases of Vikki Soloman and Stacy Hunter who were "horrifically let down", an MSP told Holyrood, when they were killed after seeking help from authorities.

ACC Mairs added: "This campaign comes at a crucial point where awareness of the levels of violence committed against women and girls has never been so acute.

"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."

More from Sky News:
Inside the secret courts failing women
The Com: Is your child at risk?

That Guy campaign partners include Scottish Rugby, West of Scotland Sexual Assault Response Coordination Services, Scottish Professional Football League (SPFL), ScotRail, Tennis Scotland, Team Scotland, and Up and Running Scotland.

A West of Scotland Sexual Assault Response Coordination Services spokesperson said: "Our staff provide person-centred clinical, forensic and emotional support to people who have experienced sexual violence.

"Every day, we see the devastating impact these crimes can have on individuals and their loved ones.

"This campaign encourages men and boys to reflect on their attitudes and behaviours, challenge inappropriate conduct, and speak up when something doesn't feel right.

"By stepping in early and having conversations, we can all play a role in preventing sexual violence before it occurs."

(c) Sky News 2026: New That Guy advert from Police Scotland as violence against women and girls branded '