A Powerful International Women’s Day Campaign Challenging Male Perceptions of Safety
As International Women’s Day approaches on March 8, a bold new campaign is urging men to reconsider how they perceive women’s safety concerns.
Titled ‘See What She Sees’, the initiative is a collaboration between positive masculinities charity Beyond Equality and the creative agency Forsman & Bodenfors, aiming to bridge the perception gap between men and women on issues of personal security across the United Kingdom.
The campaign draws inspiration from a viral moment on The Graham Norton Show, where actors Saoirse Ronan and Paul Mescal unknowingly highlighted the stark contrast in how men and women navigate everyday situations.
While men often move through the world without fear, women constantly assess risks to their personal safety—an everyday reality that frequently goes unnoticed.
Grounded in national polling data, the campaign tackles a key insight: six in ten men believe that women’s safety concerns are sometimes exaggerated.
However, when the lived experiences of women are placed in front of them, attitudes shift.
A Multi-Platform Awareness Push
Forsman & Bodenfors London’s CEO, Helen James, highlights that the campaign isn’t about placing blame but about fostering understanding.
“Alongside policy and systemic change, 90% of women surveyed think men should take more responsibility in calling out inappropriate behaviour in their peers,” James states.
“But it’s not about pointing fingers; it’s about helping men recognize the realities women face and showing them small, everyday ways, they can help shift the culture.”
The campaign also builds on another striking statistic: 95% of men agree they share equal responsibility in ensuring women’s safety.
The work aims to translate this agreement into everyday action, highlighting subtle but significant behaviours men can adopt to foster safer environments for women.
‘See What She Sees’ will be showcased through an out-of-home (OOH) campaign, leveraging high-impact locations to capture male audiences where they might least expect to confront these issues.
The campaign is designed to make men pause and reflect—whether through real-life scenarios, testimonials, or thought-provoking visual narratives.
The initiative is also expected to spark discussions across social media, where the conversation about men’s role in fostering women’s safety continues to gain momentum.
With a growing focus on positive masculinity, the campaign aligns with broader societal efforts to redefine gender roles and shared responsibilities.
Why This Campaign Matters for Brands
Beyond Equality and Forsman & Bodenfors’ work highlights a critical issue that brands cannot ignore.
Consumers today—especially Gen Z and Millennials—expect companies to engage meaningfully in conversations around social responsibility.
By supporting initiatives like ‘See What She Sees,’ brands have an opportunity to align with a cause that resonates deeply with modern audiences, demonstrating their commitment to fostering safer and more inclusive spaces for all.
As International Women’s Day approaches, this campaign serves as a call to action—not just for men, but for brands, organizations, and individuals who want to play a part in creating a safer, more empathetic society.
