A campaign aimed at making young men reflect about violence against women and domestic abuse is being launched in Wales as new figures suggest most already feel the country is a safe place for women and almost 40% believe enough has been done to fill the gender equality gap.
The “Sound” campaign, which the Labour-controlled government hopes will help tackle the crisis of toxic masculinity, is aimed at men between the ages of 18 and 34, and will try to reach them via social media, podcasts, digital television and streaming channels.
Launching the campaign at a boxing gym in Newport, south Wales, the minister for social justice in Wales, Jane Hutt, said the aspiration was to make Wales the safest place to live in the world.
“Early intervention and prevention are vital,” she said. “We must educate young men and boys about healthy relationships and ensure that we’re putting the responsibility on them to stop violence against women and girls.”
The government said there was a “worrying shift” in attitudes perpetuated by the rise of high-profile people expressing misogynistic views.
Hutt said the Sound campaign had been designed working with men of the age the government is trying to reach. “Sound is there to initiate self-reflection by drawing attention to harmful behaviour such as love-bombing, gaslighting and coercive control, helping men recognise these behaviours in themselves and others, to get trusted, sound advice on how to address them.”
In June 2023, the government surveyed 505 men aged 18-54 living in Wales to explore their views and understanding of issues relating to gender equality, gender-based violence and problematic behaviours. It found:
75% of men think Wales is a safe place to be a woman.
37% believe the country has gone far enough in closing the gender equality gap.
39% believe efforts to achieve women’s equality have led to discrimination against men.
43% believe traditional masculinity is under threat.
64% underestimate the prevalence of violence against women.
There was a very low understanding of terms such as love-bombing, gaslighting and coercive control.
Younger men were both more likely to agree that traditional masculinity is under threat – and to describe themselves as feminists. They also perceived scenarios involving physical abuse as less harmful and wrong compared with older age groups.
The campaign encourages young men to learn about gender-based violence in three ways: “Sound It Out” – have conversations with male peers; “Sound Advice” – get trusted insights; “Be Sound As” – encourage friends to open up, support them, challenge them, be a role model and emulate the figures you consider “sound as”.
The campaign will use social media platforms including Instagram, TikTok, YouTube and digital sports channels to get the messages out.
Cardiff City FC Community Foundation, a charity that works with young people in the capital, helped develop the campaign.
Matthew Pugh, the post-16 education, training and skills manager at the foundation, said: “Working with young men day in, day out, I see the need for this type of campaign – it’s particularly vital for the boys on our courses who are just heading into adulthood.
“There is an obvious gap when it comes to talking about healthy relationships among young men.”
St Joseph’s Amateur boxing gym in Newport has also taken part, filming a conversation between coaches and members about their perceptions of masculinity and how it affects their relationships.
Farrell Rafferty, 25, of Pill, Newport, who has been involved in the campaign, said: “I would never talk about my day to day problems with my partner, because in my eyes, I need to be seen as the carer in the relationship.
“This project has shown me that maybe my opinion isn’t always the way forward, or the only one. It’s all about listening to other people, taking in what they say. Being involved has made me realise that maybe I don’t need to be so strong-headed and can talk to others.”
