About That Guy

The first phase of Police Scotland’s That Guy campaign launched in October 2021 and immediately went viral on social media. For many, it was the first time they had heard that men should be part of the effort to prevent sexual violence against women.

The 2021 video focused on behaviour change, calling on men to take the lead in tackling sexual violence against women and girls.

The advert called out the societal acceptance of men’s behaviour towards women, drawing the direct link between sexual banter, sexual harassment and sexual violence – and reflecting those behaviours back at the viewer.

Campaign video content has been viewed millions of times globally and has been adopted and adapted for use in countries world-wide by police services and prevention groups.

At that time, it was the most successful marketing campaign ever run by a police service in the UK, winning a number of national and international awards.

Whilst the first version of the campaign focused on the male sexual entitlement that puts men at risk of offending, subsequent iterations have leaned towards the early positive influence that men can have on each other, to prevent the attitudes and behaviours that lead to harassment, assault and rape.

The campaign is unique for Police Scotland in that it aims to reach the target audience in a more informal and authentic way, by using influencers and content that is relatable for young men. It has its own branding, social media channels and website, in an effort to remove any barriers to engagement.

In 2026, we’re encouraging men who may be worried about virtue signalling that they don’t have to be perfect to be a good role model. The campaign will continue to encourage self-reflection and highlight the role that men can play in positively influencing those around them.

The message is:

You are a role model. Be a decent one. Your actions set the standard for others. Stop sexual violence before it starts. See how at: www.that-guy.co.uk

This has been designed to prompt men to recognise that boys and younger men are watching, learning and taking cues from the behaviours they see.

Every man has influence, whether that’s on teammates, friends or siblings and we want to encourage men to use their influence positively.