You have it. They have it. We all have it. The Power to Change.
This is the strapline of a new campaign launched today, Wednesday 29th January, by the Police Service of Northern Ireland, Department of Justice and the Executive Office to tackle gender-based violence.
Men and boys across Northern Ireland are being challenged to check and change their behaviours towards women and girls. Step away from negative attitudes, challenge their mates and have the confidence to step in safely to put a stop to behaviour that might escalate and put their friends at risk later of offending.
The Power to Change campaign urges men and boys to help play their part in affecting a cultural and societal shift.
Statistics in Northern Ireland clearly show that the vast majority of harassment, abuse, intimidation and violence perpetrated against women and girls is done so at the hands of men.
Between January 2019 and December 2024, 32 women and girls across Northern Ireland were killed by men. Between December 2018 and November 2024, 92 attempted murder offences were also recorded where the victim was female. Many others faced other forms of violence, abuse and intimidation both within their own homes and the wider community.
Women and girls have concerns about their safety, change is needed now. We will only end violence against women and girls if men and boys become part of the solution.
The Power to Change campaign will highlight two important elements:
Challenging attitudes & behaviours – calling on men to consider their responsibility and how their actions affect others.
“Active Bystanders” – empowering men and the wider community with the knowledge and skills to safely intervene when they see someone carrying out inappropriate actions or making unwanted comments.
A series of graphics and four scenario based videos will showcase from 29th January on social media through targeted ads aimed at men and boys. It will also be visible across the region on buses, in washrooms of hospitality venues, digital posters and billboards.
It is a priority to tackle this issue at its root causes, with wider public and women’s organisations calling for more intervention to address misogynistic behaviour and cultures that have escalated in the past to more serious situations.
Chief Constable Jon Boutcher said:
“This is about empowering men and boys, not isolating them. The bottom line is that they have it, we all have it, the Power to Change.
"It’s time that we men reflected on our own behaviours and attitudes – and those of our friends, family and colleagues - towards women and girls in order to prevent offending and make our society a safer place.
“Women are not responsible for preventing harassment or misogyny against them. For too long we have communicated ways in which they can keep themselves safe. It’s not right.
“Yes, not all men behave in an inappropriate way towards women and girls but at some point all have stood back and said nothing while it’s happened right in front of them.
“What can men do? Power to Change asks them to think about the impact their behaviour or their friend’s behaviour has on women and girls, and how to step in. Be the person who has that quiet word with a friend or checks if the woman is ok. Encourage them not to do something that they regret.
“This campaign is holding up a mirror to harassing and degrading behaviours that impact women and girls in our communities and focuses on a solution - it’s up to men to step up now and to stop offending before it starts.”
Justice Minister Naomi Long said:
“Much work has been done by my Department to help make Northern Ireland a safer place for women and girls, including the introduction of upskirting and downblousing legislation, and protection from stalking legislation.
“However, while it is fine to have lots of offences and penalties for egregious behaviour towards women and girls, we need to go upstream and change the attitudes that permit and enable unacceptable behaviours in the first place.
“A zero-tolerance approach to abuse, misogyny and harassment is essential and that can only be achieved when each of us steps up and intervenes when we see examples of inappropriate behaviour.”
First Minister Michelle O’Neill said:
“The ‘Power to Change’ campaign is another important step forward in our collective effort to end violence against women and girls. Initiatives such as this, and the Change Fund which was launched recently by the Executive Office, focus on bringing real change across our society.
“Dealing with this issue requires tackling the root causes – such as the misogynistic behaviour and harmful attitudes that are all too prevalent.
“I welcome the fact this campaign will encourage men and boys to think about the way they treat and talk to women so that they feel safe and respected.”
Deputy First Minister Emma Little-Pengelly said:
“I welcome the new ‘Power to Change’ campaign.
“The recent murders of women here are a tragic reminder of the consequences of toxic attitudes and the devastating harm caused by violence against women and girls.
“We need to focus on prevention and tackling the underlying causes of violence before it starts and this campaign is part of that wider society approach.
“By working together, we can bring about the meaningful change we all want to see. We can create a better society where violence against women and girls is never accepted and where everyone is safe.”
A dedicated website has been developed to support this campaign: https://powertochange.info/
This houses information explaining inappropriate behaviours towards women and girls in our society and how these can escalate to violence, abuse and intimidation. It gives the public tools on how to recognise and address these behaviours safely and take a stand against them.
Interactive elements have been included within in the form of gamified quizzes. They immerse the player in a real life scenario and test their reactions and judgement, providing guidance throughout on how to reach a conclusion that takes a stand against misogynistic attitudes and behaviours.
Visit the website today and find out more on how we all have the Power to Change.