A CAMPAIGN has been launched by Welsh Government to tackle the underlying reasons for violence against women, domestic abuse and sexual violence.
The multimedia campaign, launching today, is encouraging people to talk about their experiences and concepts of stereotypes using the hashtag #thisisme.
It includes TV, radio and online adverts showing people in situations and challenging ideas about gender.
This ranges from a man working as a midwife and woman working as a mechanic, to a young man expertly applying make-up and a girl playing with a truck, covered in mud.
The drive is also part of Welsh Government’s Live Fear Free campaign which is part of a longer term strategy looking at the causes and consequences of abuse and violence.
Leader of the house, Julie James AM, explained that “gender inequality is a cause and consequence of this abuse and violence” and that the campaign is part of an ongoing commitment to “rid Wales of the scourge of violence against women, domestic abuse and sexual violence.”
“It uses positive examples to challenge gender stereotypes and show that everyone has the right to be who they want to be and achieve their potential,” she said.