A major campaign encouraging men to stand up to the mark and call out unacceptable behaviour towards women has been viewed more than three million times on social media.
Leicester, Leicestershire and Rutland Police and Crime Commissioner Rupert Matthews said the You’re Right, That’s Wrong campaign he jointly commissioned alongside Leicestershire Police and Leicestershire’s Violence Reduction Network (VRN) with support from Leicester City Council had been a resounding success.
The project, which has also received support from the University of Leicester and De Montfort University, is targeted at men aged 18-30. It encourages men to become active bystanders by calling out negative attitudes and intolerable behaviour among their peers when they witness misogynistic conduct towards women.
Videos and still imagery designed by delivery partner Hitch Marketing have been promoted across social media platforms including Snapchat, Instagram and YouTube.
Elsewhere, the campaign featured in and outside of bars, pubs and clubs across Leicester City Centre and Loughborough as well as Leicester train station and parks across the Leicester, Leicestershire and Rutland area.
Leicester City Football Club has also lent its support to the campaign, carrying a feature on the key messages in its matchday programme.
During the core four-week launch period, the campaign achieved 3.2million impressions across various social media platforms and a further 377,000 impressions from a radio advert targeted at men aged 11-44 on commercial airtime and digital streaming adverts with a listen through rate of 95 per cent.
On top of this, more than 19,000 visits were made to the campaign’s dedicated website: www.thatswrong.co.uk.
Commenting on its success, Mr Matthews said: “These figures are impressive and show the campaign’s powerful messages have hit a nerve with audiences across the LLR area.
“One of the key achievements for me is the frank and straight-talking style. The onus here is on men to question their attitudes and the attitudes of their friends to consider what role they can play in creating a society in which women are treated equally and with respect.
“Violence or the misogynistic attitudes that fuel it have no place in society. I hope the men who have seen these compelling adverts feel much more confident in taking action and will not be afraid to call out behaviour that is very clearly wrong in the future.
“I would like to thank all partners for the delivery of this fantastic campaign which has much more left to give. We will be working hard with our colleagues to expand the reach of You’re Right That’s Wrong even further in the future.”
The campaign was funded as part of a £550k Safer Streets grant secured by Mr Matthews from the Home Office.
The Safer Streets 3 fund formed part of the Government’s strategy to reduce violence against women and girls and was supported by Leicester City Council, the Violence Reduction Network (VRN) and Leicestershire Police.
The best performing page on the www.thatswrong.co.uk website was the ‘how to have the conversation’ section with more than 3,081 page views in the first month. This is the page which features the campaign’s three videos.
According to data, 2,554 of these views originated from Snapchat ads, evidencing the success of the ads and the thorough research that went into campaign planning.
NOTES TO EDITORS:
The campaign encourages active bystanders to take one of three actions:
Be Direct – if it’s safe to do so, speak up, tell the perpetrator their behaviour isn’t ok.
Get Help – from other friends, the police, security guards, bar staff etc. This can be before or after the incident.
Distract – do something to change the situation to get the perpetrator and victim away from each other. When it’s safe to do so, follow up with a conversation.
For full details and further information visit: thatswrong.co.uk
Media Enquiries: Sallie Blair - 01283 821012 / 07702 541401
Posted on Monday 30th May 2022