'Don't be that guy' addresses male sexual entitlement in a powerful PSA for men

In order to tackle sexual violence, we need tangible societal change. That starts with dismantling misogyny and addressing male sexual entitlement.

That Guy is a powerful new campaign from Police Scotland that aims to have frank conversations with men about the issue.

A PSA video released as part of the campaign addresses men and asks them to reflect on their past behaviour towards women. "Ever called a girl 'doll'?" the video begins. "Or whistled at her walking down the street? Ever stared at a woman on a bus or said to your mate 'I do that.'"

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The video explains how rape culture and sexual entitlement manifests itself in men's behaviour and actions, from sending non-consensual explicit photos (aka cyberflashing), to expecting sex after paying for drinks or dinner, to coercing and pressuring women into sex.

"Ever slid into a girl's DMs and went ahead and just showed her it? You ever brought a lassie dinner and felt that meant she owed you something? You ever got her three shots in a row, hoping you'd get a shot of her? Then what.... bundled her, wasted, into a taxi, then took her back to yours? Ever guilt-tripped her or pressured her or pushed her into it then left feeling like a lad?"

According to a post explaining the campaign's goals, That Guy wants men to reflect on their beliefs and actions. "Men: we can make a real difference by taking a hard look at our attitudes and behaviour, at home, at work and socialising with our mates," reads a post on the website.

"As men, we need to stop contributing to a culture that targets, minimises, demeans and brutalises women. We need to talk openly to our male friends and relatives about behaviour that’s damaging to women and puts men at risk of offending," the post continues.

"Most men don't look in the mirror and see a problem, but it's staring us right in the face. Sexual violence starts long before you think it does. Don't be that guy," the video concludes.