A mayor with few friends in his fight against gender violence

If London Mayor Sadiq Khan were Spanish, he would undoubtedly have more friends these days. The Labor party has received a barrage of criticism in the United Kingdom for its policies against city pollution and gender violence. Even his own party leader, Keir Starmer, seemed to blame him for the party's failure to win the seat former Prime Minister Boris Johnson had to resign, calling on him to “reflect” on his plan to expand low-emission zones. in London.

These low emission zones have had some defenders, especially when a court struck down the appeal of conservative councilors against Khan's plan, a fact that activists celebrated, pointing out that some 4,000 people die before their time due to problems related to poor air quality. in London.

However, Khan has been less vocal about a new ad campaign against sexism and gender violence. In fact, he has been the subject of negative columns in the main British media, from the right-wing tabloid The Daily Mail to the progressive newspaper The Guardian, going through the radio where he has received ridicule and criticism.. “Another great idea from Sadiq Khan!” host Nick Ferrari sneered on London's LBC radio.

The campaign includes an interactive video in which a group of friends meet in a house, play a video game and chat about various topics, including ex-girlfriends, one of their new girlfriends and women's soccer.. The viewer is invited to “intervene” when they hear something worthy of “calling their attention”. “How long will it take to intervene?”, explain the instructions. “Violence against women and girls begins with words”. How to intervene? Hitting a button that says “Maaate” (slang for “friend” or “colleague”). “Saying 'colleeega' shows how a simple word can be all you need to interrupt a friend going too far without making things awkward, spoiling the moment or jeopardizing the friendship,” says the mayor's website.

Some feminists object that while it is taboo to make racist comments, it is promoting the idea that if someone makes a macho comment they should not be humiliated or suffer an “awkward” moment.. “The ad is unbelievably bad. It manages to infantilize and patronize men while frivolizing the real issue of abuse and violence against women,” writes feminist Julie Bindel in The Daily Mail tabloid, “And a disapproving 'oooo friend' stands even less chance to be effective in a crowded pub, on the tube with a man groping a woman, or when you hear the thuds or screams of domestic violence (sic) through the wall of the house next door “.

Although there are associations that fight for women's rights that support the campaign, such as The Fawcett Society, they have had less space in the press than critics.. Alesha De-Freitas, from the NGO, welcomes the fact that there is a campaign that focuses on men and their role in changing attitudes. “Often awareness campaigns focus on how women should protect ourselves against violence and harassment on our streets, offices and at home,” she told The Times.

The ad was designed by the advertising agency Ogilvy after interviewing men in places like barbershops and bars in London.. 60% of those surveyed said they would feel “more confident” calling out a friend for being sexist or misogynistic after seeing Khan's campaign. “Humiliation doesn't work,” says behavioral scientist David Fanner.

This campaign is the second that Khan has done; in another last year that showed groups of men threatening single women in London. The message was also aimed at men to change their behavior first and then their friends.

I have the feeling that the consensus in Spain that violence against women is a problem that society as a whole should solve would have favored a deeper debate on Khan's announcements.. Here we also see the importance of involving men in changing their attitudes. The Ministry of Equality has tried it in an announcement that makes you think, but Vox's refusal to dedicate resources to these issues shows that some men still have to be convinced.