Nottinghamshire Police Take on Toxic Male Behaviour in New Campaign
Men are being urged to rethink how they treat women in a tough new police initiative tackling the root of sexual violence—male attitudes and behaviours.
Challenging ‘That Guy’ Culture
Nottinghamshire Police have launched the That Guy campaign, inspired by an award-winning project from Police Scotland. The campaign puts the spotlight on everyday actions by men that can spiral into sexual offences.
A hard-hitting video starring local actors from Bilborough College pulls no punches. It highlights casual but damaging behaviours like wolf-whistling, name-calling, and sending unsolicited explicit images.
“Sexual violence by men against women often stems from attitudes learnt over time,” said Detective Chief Inspector Claire Gould, tactical lead on violence against women and girls at Nottinghamshire Police.
“These actions may seem harmless but they fuel a culture that demeans and objectifies women, breeding a dangerous sense of entitlement.”
Small Acts, Big Consequences
Detective Chief Inspector Gould warned that behaviour such as pressuring partners into sex not only shows disrespect but could also drag offenders into criminal court.
“Sexual violence begins well before the crime itself, rooted in daily acts of contempt and disregard,” she added.
The video, produced by Nottingham’s Take 1 Studios and launched for White Ribbon Day, directly challenges men to ask themselves if they’re ‘That Guy’ contributing to the problem.
Men Must Step Up and Speak Out
Chief Inspector Gould highlighted that while most men don’t engage in these behaviours, everyone can help end the cycle by calling out inappropriate conduct among friends and family.
Gavin Gordon, actor and Take 1 teacher featured in the video, said: “This message is vital. It makes you question your own actions and think about women’s experiences. Real change happens through honest conversations, and I hope as many people as possible watch this video.”
