A new campaign is encouraging young men to take responsibility and reflect on their own behaviour when it comes to violence against women.

The ‘Sound’ campaign comes after research from the Welsh government reveals worrying statistics about men’s perception of equality and abuse against women.

For instance, 64% of Welsh men didn’t know the true extent of how many women face abuse, while 39% of those surveyed felt that progress in women’s equality has led to discrimination against men – reflecting the worrying shift in attitudes promoted by the rise of misogynistic influencers in recent years. 

“Working with young men day in, day out, I really see the need for this type of campaign – it’s particularly vital for the boys on our courses who are just heading into adulthood,” said Matthew Pugh, the Post-16 Education, Training and Skills Manager at Cardiff City FC Community Foundation.

“There is an obvious gap when it comes to talking about healthy relationships amongst young men. For the students that have helped develop the campaign, I can see that they have learnt and grown already through their involvement,” he added.

Developed with men from different backgrounds across Wales, including perpetrators and survivors of abuse, the campaign hopes to encourage young men to learn about gender based violence.

The Welsh Government aims to target young men (between the ages of 18-34) with content around healthy relationships on social media, TV and streaming platforms, after research also showed that polarisation in attitudes was most noticeable in the above age gap. 

“This project has shown me that maybe my opinion isn’t always the way forward, or the only one,” said 25-year old Farrell Rafferty, from Newport. “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.”

The Minister for Social Justice, Jane Hutt, is pleased that this campaign has been constructed alongside the very same audience they’re targeting.

“Sound is there to initiate self-reflection by drawing attention to harmful behaviours such as love-bombing, gaslighting and coercive control – helping men to recognise these behaviours in themselves and others, to get trusted, sound advice on how to address them.”

Image: Getty