That Guy

Client: Police Scotland
Sector: Public sector, behaviour change, campaign
Services: Film, strategy, concept, script, direction

Against a cultural backdrop of victim-blaming, we developed a film for Police Scotland that encourages men to consider the real cause of sexual violence against women - their own attitudes. The film went viral internationally, sparking a public conversation.

Read

Discover

We started with academic research, offender insights, and interviews with experts. But we needed authentic, relatable voices so we commissioned anonymous surveys to gather real experiences.

Develop

We worked with Forest of Black and acclaimed playwright Alan Bissett to craft a film that demonstrates how ‘harmless’ behaviours, if unchecked, can escalate into something more sinister.

Deliver

‘That Guy’ was immediately viral, with over three million views of the first campaign tweet alone. We earned UK-wide and international news coverage, with translations and copycat films worldwide.

"This new campaign from Police Scotland is powerful and important. I’d ask all men to watch this film - and encourage your sons, fathers, brothers and friends to do likewise."
Nicola Sturgeon
First Minister of Scotland

6^m+

views of our film

3^m+

views from the first tweet alone

80^k

visits to campaign website

“The campaign has resulted in Police Scotland, and many other police services around the UK and internationally, adjusting their strategies on keeping women and girls safe.”
Adrian Searle
Communications Strategy Manager, Police Scotland

"That Guy is the most successful UK policing campaign this century, resulting in changes to government and police strategies UK-wide."
Police Scotland

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