#JustDont campaign launches

The Office of the Police and Crime Commissioner (OPCC) for Humberside has commissioned Hitch Marketing to rebrand and relaunch the #JustDont campaign for communities across Hull, East Riding of Yorkshire, North Lincolnshire and North East Lincolnshire.

Grounded in extensive research and co-creation with young men aged 15 to 22, the campaign explores perceptions of violence against women and girls (VAWG) and aims to shift behaviours and attitudes using social norms and bystander theory.

The research revealed that while many young men recognised inappropriate behaviour, they often lacked the confidence or language to challenge it. Building on this, #JustDont empowers men to take action, whether that means speaking up directly or seeking support from a trusted adult.

Jonathan Evison, Police and Crime Commissioner for Humberside, said: “Every woman and girl has the right to live free from fear, yet too often that right is stolen by violence and intimidation. This campaign is a call to men and boys: your voices, your actions and your choices matter. It is not enough to simply ‘not be violent.’ We need men to challenge harmful jokes, confront disrespect and step in when they see abuse. Bystanders can be the difference between silence and safety. Together, we can build a culture where courage means standing up for women and girls, and where respect is the norm, not the exception.”

#JustDont is a region-wide initiative that challenges the everyday harassment and harmful behaviours faced by women and girls. It encourages men and boys to step up, challenge their mates and change the culture. Through a bystander-led message - “Even if it’s your mate, just say something” - the campaign gives audiences simple, practical ways to intervene safely.

With at least 86% of young women in the UK having experienced sexual harassment in public spaces, the campaign urges men and boys to be part of the solution - creating safer nights out, safer streets and safer communities. It aims to build awareness, strengthen social responsibility and reinforce the idea that preventing violence is everyone’s role. #JustDont seeks to make positive intervention the social norm, particularly among men aged 18 to 25.

The OPCC and Humber Violence Prevention Partnership are working with local venues, schools, youth groups and businesses to promote the campaign. The campaign comes with a suite of materials designed to raise awareness and drive participation both online and offline. 

Available assets include: 

• Campaign brand guidelines
• Social media videos and stills
• A4 and A3 posters
• Social media toolkit with ready-to-use copy

All materials are designed for flexible use across the Humber region’s four local authorities, helping local organisations amplify the message and keep conversations going across communities.

The OPCC and Humber VPP would like to express sincere thanks to the West Yorkshire Combined Authority, who generously permitted the adaptation and use of the original campaign concept for use in the Humber region.