This campaign by The Association of Chief Police Officers in Scotland is low-budget but advanced in strategy. Part of a shift towards positive behaviour reinforcement (rather than old blaming and shaming approaches) it uses a fairly straightforward and manly delivery to challenge other men to know and respect sexual consent laws—with both female and male partners:
[more after the break]
Jezebel’s Laura Beck simply gushed over the campaign:
Here’s a PSA that doesn’t make me want to roll my eyes, shoot myself, or do whatever the opposite is of what they want me to do. Launched last month in Scotland, We Can Stop It is a police campaign designed to educate and change attitudes towards rape and sexual assault. And if these ads are any indication of what the campaign intends to focus on, I love it. Putting responsibility on men — you know, the ones who do most of the raping — is so key in all aspects of prevention. It’s kinda like how white people should be the ones working hardest to end racism, ya know? If you’re causing it, it’s on you to tell everyone you know, “Hey, that’s not even close to okay, how can I help?” I’m getting all worked up but basically, I think I love this campaign and am pretty sure I want to marry it. Or, at least enjoy a heavy petty session with that bro in the poster HELLO LOVER.
Umm… well… I’m not sure I can top that. But it is a good sign that formerly-preachy social marketers (like police associations) are starting to “get it.”
Learn more about the campaign, the law, and how men can make a difference at the campaign site.
Related: Men Can Stop Rape
The Association of Chief Police Officers in Scotland