Portsmouth City Council needed to address violence against women and girls in a way that went beyond awareness.

The issue wasn’t a lack of information. It was normalised behaviour, low reporting rates, and a widespread belief that reporting wouldn’t lead to change.

The campaign needed to challenge everyday attitudes, encourage intervention, and avoid reinforcing the idea that responsibility sits with victims.

The work focused on clarity of message and responsibility.

Rather than repeating statistics or relying on fear-based narratives, the campaign reframed the issue around behaviour and accountability. It positioned the problem as something shaped by everyday actions, not isolated incidents.

Messaging was designed to prompt action, encouraging people to question their own behaviour and call out others. Multiple stakeholder sessions ensured alignment with the wider campaign and consistency across all touchpoints.

A series of campaign videos designed for both public and digital environments.

The content was distributed across social media, events and large-format public screens, including Guildhall Square, ensuring the message reached audiences in everyday settings where these behaviours occur.

Two primary films were developed to support both Portsmouth and Isle of Wight audiences, aligning with the wider campaign rollout.

The campaign contributed to a shift in how the issue was communicated locally.

Rather than focusing on how women should respond, the work reinforced the role of bystanders, the responsibility of men, and the importance of challenging behaviour in real time.

It supported Portsmouth City Council’s wider initiative to increase awareness of unacceptable behaviour, encourage reporting, and promote accountability across the community.