Scottish government launches campaign urging boys not to share sexist content
The Scottish Government has launched a new advertising campaign encouraging boys and young men to avoid sharing misogynistic content online, with the clear message: “Sexist content is never harmless.” The initiative encourages critical thinking before engaging with such material.
One video clip shows a boy watching content on his phone, with a voiceover stating: “Sexist content is never harmless, it hurts girls in real life – including those you know.” The emojis on the screen transform into a sad girl’s face, reflecting the person next to her and showing the real-world impact.
The five-week campaign runs on Instagram, Snapchat, Twitch, YouTube and outdoor advertising.
First Minister John Swinney said: “Social media plays a key role in the lives of most young people, and the rise of misogyny online means young boys and men are often seeing harmful, sexist content even when they’re not looking for it. “This is extremely worrying, especially given that many of these young audiences are easily influenced.
“Our campaign is designed to raise boys and young men’s awareness of the impact of sexist content on social media and how engaging with it can harm the women and girls they know in the real world, including their sisters, friends and classmates. Boys and men can help stop the spread of this content by choosing not to like, share or comment on sexist content online.”
Mr Swinney said ministers would do “everything we can” to eliminate violence against women and girls.
Rebekah MacLeod, project leader at White Ribbon Scotland, which tackles violence against women and girls, said: “Everyone has a role to play in ending violence against women and girls, especially men and boys. “There is often a disconnect in how the content young people consume and share online impacts on how they see, talk to and treat the women and girls around them.
“In an online world shaped by algorithms and increasingly divisive and dangerous narratives, harmful attitudes can be normalised, reinforced and rewarded quickly and at scale. We cannot emphasize how important this campaign is. It is empowering men and boys to understand that they play a powerful role by choosing not to participate in or share this harmful content.”
