National Emergency Declared as Men Reflect on Past Behaviours in the Sound Campaign
Cal Roberts and Lee Evans have participated in the Welsh Government’s Sound campaign, aiming to address violence against women and girls by focusing on men’s attitudes and behaviours. Cal Roberts, a 34-year-old songwriter from Bagillt, recalled a moment that made him realize his intimidating presence towards women. A past marked by unhealthy relationship behaviours led him to reflect on his actions, including destructive behaviour like smashing his phone and being suspicious. Roberts attributes his personal growth and healthier relationship dynamics to improved communication.
The Sound campaign, launched in July 2023, targets men aged 18 to 34 to address male violence against women. Through platforms like social media and podcasts, the campaign urges men to acknowledge problematic behaviours and seek advice on fostering healthy relationships. Recognizing the need for men to address their own behaviours, the campaign promotes open discussions and encourages positive role modelling among peers.
A 2023 government survey revealed misconceptions among young men in Wales regarding violence against women and gender equality. In response to the surge in violent crimes against women and girls, a national emergency was declared earlier in the year. Nearly 3,000 such crimes are recorded daily, underscoring the urgent need for intervention in the criminal justice system.
Lee Evans, a 36-year-old production manager from Flint, also reflected on his past actions, which included infidelity and destructive social habits. Overcoming depression and a mental breakdown, Evans acknowledges the importance of taking responsibility for his behaviour and fostering healthier mindsets. Emphasising the need for better communication and emotional understanding among men, Evans now champions men’s mental health through his podcast, attributing poor mental health to violence against women and girls.
In response to the issue of male violence against women in Wales, the Welsh Government stresses the importance of prevention and intervention. The Sound campaign encourages men to reflect on their behaviours and make positive changes to combat gender-based violence. With a focus on promoting accountability and fostering healthy relationships, the campaign aims to shift societal norms and create safer environments for women and girls.