Violence Against Women and Girls (VAWG) is not a fringe issue or a series of unfortunate, isolated incidents; it is a national emergency. Addressing a crisis of this magnitude requires more than just policy changes; it demands a “whole society” effort to dismantle the misogynistic attitudes and behaviours that have become tragically normalised in our daily lives. At Leeway, we know that true cultural transformation happens when we reach people where they are - in their living rooms, on their social feeds, and within their favourite hobbies.
This is why the recent surge in support from major UK broadcasters and entertainment platforms is such a significant milestone in the government’s Enough campaign. By leveraging their massive reach, these platforms are helping to shift the narrative and move the needle on public awareness, ensuring that the message of safety and respect resonates across the country.
One of the most innovative and impactful collaborations in recent weeks comes from the UK entertainment platform LadBible, which partnered with the Home Office to release the “Switching Tactics” video.
The video is expertly crafted to engage an audience that might otherwise switch off when discussing social issues. Set in the familiar, high-energy environment of a men’s football changing room, it begins with a manager sharing defensive strategies with his players to help them win their upcoming game. He emphasises the importance of “checking surroundings” and ensuring that teammates don’t “drift off alone”.
The narrative takes a powerful and sobering turn when the manager asks if the players know anyone else who might use these tactics, just as a group of women known to the men enters the room. The manager reveals a difficult trust: these “tactics” - scanning environments, making “safety” phone calls to friends, and texting to confirm they arrived home safely - are actually daily survival strategies used by women just to feel safe while walking outside alone.
This clever subversion of sports culture serves several vital purposes:
While LadBible tackles social media, Sky Sports is using its massive broadcasting platform to ensure these conversations are happening at the heart of the sporting world. They recently released a high-profile video featuring stars from football, darts, motorsport, and boxing, all united in a single message: violence against women and girls must stop.
Following this initial launch, Sky Sports is rolling out an in-depth series of video interviews with high-profile athletes, including England footballers Dan Burn and Chloe Kelly, and boxer Conor Benn. These interviews are designed to tackle the “tough” topics that are often ignored in sports media, such as:
Jess Phillips, the Minister for Safeguarding and VAWG, recently spoke with Sky Sports to emphasise the weight of this partnership. She noted that sport has a unique, influential role to play in tackling VAWG and shifting the societal norms that allow harassment to persist.
The involvement of LadBible and Sky Sports is significant because it brings the “Enough” message to new, diverse, and traditionally male-dominated audiences. For too long, conversations about women’s safety have happened in silos. By integrating these messages into sports and entertainment, we are breaking those silos down.
At Leeway, we believe that men and boys have a pivotal role to play in this movement. Whether it is challenging a “joke” in a changing room, calling out harassment on social media, or simply reflecting on how their own presence might impact the comfort of women in public spaces, every individual action counts.
We are incredibly encouraged to see these major broadcasters lend their weight to this cause. It sends a clear message: tacking VAWG is not just a “women’s issue” - it is a societal responsibility. This is a positive partnership, and we look forward to seeing how these campaigns continue to evolve and inspire change over the coming months. Together, we can ensure that “Enough” truly means enough.
