Men and boys in Northern Ireland are being challenged to change their attitudes towards women in a new PSNI campaign to tackle gender-based violence.
Targeted ads are being rolled out on social media, buses and toilets in pubs and restaurants around NI in addition to digital posters and billboards.
“You have it. They have it. We all have it. The Power to Change,” is the strapline of the initiative launched in conjunction with the Department of Justice and The Executive Office on Wednesday.
A series of graphics and four scenario based videos encourages men to step away from negative attitudes, challenge friends and have the confidence to safely intervene to put a stop to behaviour that might escalate and put their pals at risk later of offending.