UK: New adverts urge boys not to share sexist content online

Article here. Excerpt:

'The Scottish government has launched a new advertising campaign urging boys and young men not to share misogynistic content online.

The adverts warn boys that sexist content is "never harmless" and has the potential to hurt girls, including people they know.

They will run for five weeks from Monday across Instagram, Snapchat, Twitch and YouTube, as well as on outdoor advertising.

First Minister John Swinney said the rise of online misogyny was "deeply concerning" and that ministers would do "everything we can" to eradicate violence against women and girls.

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The campaign was developed with the charity White Ribbon Scotland - which attempts to engage men and boys in preventing violence against women and girls.

One of the video clips shows a boy sitting on a couch, watching a video on his phone of a character speaking into a podcaster-style microphone.

A voiceover says "sexist content is never harmless, it hurts girls in real life - including the ones you know" as the emojis on the boy's phone all change to become the face of an upset girl, resembling the person sitting next to him on the couch.

Rebekah MacLeod, a project lead for White Ribbon Scotland, said the campaign was not about punishing men but educating them on the impact of sharing sexist content.'