Swinney calls violence against women a 'national emergency' as new advert launched

First Minister John Swinney has called the rates of violence against women and girls in Scotland a "national emergency" as Police Scotland rolls out a new campaign to tackle misogyny.

The force's 'That Guy' campaign, which includes a new television advert, urges men to be positive role models for younger generations who are often exposed to toxic attitudes online.

Police highlighted that more than 200 crimes of violence against women and girls are recorded on average every day.

They said boys are increasingly seeing misogynistic content online including from so-called "manosphere" influencers, with attitudes towards women, sex and relationships potentially being shaped from a young age.

The campaign is asking men aged between 18 and 35 to think about their own behaviour and the example they set for boys and young men.

Protecting women from violence appears to be high on the Scottish government's agenda, with promises to criminalise misogyny, pilot GPS tracking and fund specific support services over the course of the parliament.

It followed a number of prominent cases of women being murdered by their partners, including Stacy Hunter and Vikki Soloman.

Speaking after the advert was launched, Swinney said: "I very much share the assessment by Police Scotland that violence against women and girls is a national emergency.

"The Police Scotland campaign is one element of the measures we must take to be effective in tackling violence against women and girls."

Assistant Chief Constable Tim Mair said social media algorithms could repeatedly expose boys to harmful attitudes and behaviours until they became normalised.

He said: "Violence against women and girls is a national emergency.

"Young men and boys are growing up where attitudes towards women, sex and relationships are shaped what they see online, including messages about masculinity and how women should be treated.

"Our campaign offers a different narrative, one based on respect, positive role modelling and healthy relationships."

The advert marks the start of a six-week campaign and comes against a backdrop of rising recorded sexual and violent crime.

In February, the Scottish government ran its own advert over social media, urging boys not to share misogynistic content.

The latest advert shows a builder, a football coach and a car salesman discussing the importance of being a "decent role model" to boys.

Police Scotland figures show nearly 20,000 crimes categorised as violence against women and girls were reported between April and June this year. Nearly half were domestic incidents.

The force says an average of 204 violent crimes against women and girls were recorded each day during 2025-26.

Recorded instances of rape increased by 10.8% since last year. Attempted rapes have also increased by 14.3% in the same period, from 154 to 176.

Police Scotland has said increased reporting was partly due to victims having more confidence to come forward.

Swinney said the government will be taking a range of other measures to "compliment" the campaign. He said it was important that men and boys are supported to avoid becoming involved in this "unacceptable behaviour".

He had previously described violence against women and girls as an "epidemic" and has made tackling it part of his government's agenda.

In his Programme for Government earlier this month, he pledged his "personal leadership" on the issue and said changing the behaviour of men was central to tackling it.

The programme included plans for misogyny legislation, a public health campaign aimed at boys and young men, longer-term funding for specialist support organisations and greater protections for women experiencing domestic abuse.

It also included plans for a pilot using GPS technology to monitor some people released on bail, including domestic abuse perpetrators.

Swinney told parliament that events over the summer had convinced him that the issue needed "increased priority and leadership".

In 2024, the Scottish government declared a national housing emergency and in 2019, the Scottish parliament declared a global climate emergency.

Declaring a national emergency does not unlock any special parliamentary powers but does recognise the severity of an issue.

The political focus on violence against women has intensified following recent murders of women by their partners.

In July, 44-year-old Vikki Soloman was killed at a house in Edinburgh.

She had contacted police following an alleged assault before she was killed. Police Scotland's actions before her death are being investigated by the Police Investigations and Review Commissioner.

Days later, Stacy Hunter was found dead at a cottage near Houston in Renfrewshire.

Police said she had been murdered. Her estranged husband, Jim Mair, was also found dead and his death was treated as unexplained, with police saying there was nothing to suggest anyone else was involved.

Mair had been released on bail after appearing in court earlier that month accused of assaulting his wife.

The cases have prompted renewed debate at Holyrood about the way the justice system deals with domestic abuse suspects and the use of bail.

Police Scotland's latest campaign is focused on prevention and changing attitudes among young people.

Its argument is that violence does not begin with a criminal act and attitudes towards women can develop much earlier, and men who may never commit an offence themselves can play a role in challenging those attitudes before they escalate.

The government's strategy, of changing attitudes and prevention, echoes this tactic.

However, some victims' families, including Stacy Hunter's family, and opposition politicians have called for more immediate changes to the criminal justice system, particularly around bail and monitoring people accused of domestic abuse.

If you have been affected by any of the issues in this story, help is available at BBC Action Line.