The Scottish Government has launched a new advertising campaign urging boys and young men to avoid sharing misogynistic content online, with the unequivocal message: "sexist content is never harmless". The initiative encourages critical thought before engaging with such material.
One video clip shows a boy watching content on his phone, as a voiceover states, "sexist content is never harmless, it hurts girls in real life – including the ones you know". Emojis on his screen transform into the face of an upset girl, mirroring the person beside him, illustrating real-world impact.
