Police Scotland launches a new advert as part of its campaign to address violence against women and girls, describing it as a “national emergency.” The campaign, branded “That Guy,” targets men and encourages them to act as positive role models.
Sky News reports the advert is part of Police Scotland’s wider efforts to tackle what it frames as an urgent public issue. The Daily Record, focusing on the same initiative, says the campaign aims to influence behaviour by promoting respectful conduct and encouraging men to challenge harmful attitudes. Both outlets present the advert as a response to ongoing concerns about violence against women and girls, and both link the messaging directly to Police Scotland’s description of the problem as an emergency. The coverage does not indicate changes to police enforcement plans, focusing instead on the public-facing awareness and behaviour component of the campaign.
