The Ministry of Equality has presented this Monday the campaign on the occasion of 25-N, International Day for the Elimination of Violence against Women, disseminating an advertisement in which they point out macho and violent behaviors that have been in the news: from the clumsy confessions of El Xokas who trivialized the abuse until the shouts from the hall of residence Elias Ahuja from Madridgoing through the defense that the Betis fans made of Rubén Castro, accused of mistreatment, among other controversies.
The Secretary of State for Equality and against Gender Violence, Ángela Rodríguez, has appeared together with the Government delegate against Gender Violence, Victoria Rosell, explaining that the awareness campaign a 25-N is addressed to men for the first timeinterpelling them with a question: “Then who?”. The idea is to identify them as the cause of violence against women and, at the same time, as an essential part to eradicate it, the Ministry specifies.
“It is a campaign that sets a precedent in the type of public policy awareness campaigns against sexist violence that have been carried out in Spain”, Rodríguez has advanced, delving into the fact that “we have spent decades in which a message has fundamentally been sent to them to women, who are necessary, but there was a message that hung in the air: What is the role of men in the fight against machismo?“.
A viral machismo
The Ogilvy Madrid agency is responsible for the campaign, which aims to break “the complicity of the gentlemen’s pact, a pact that transcends origins, ideologies, social and generational characteristics, and that always needs the complicity of the group for the perpetuation of privileges“, analyzes the Ministry of Equality, targeting men who want to take a step forward and get involved in the fight against machismo:
1 in 2 women in Spain have suffered some type of sexist violence throughout their lives.
— Ministry of Equality (@IgualdadGob) November 21, 2022
At the beginning of the video you see a streamer which, without a doubt, represents The Xokas. Not surprisingly, the Galician was at the center of the controversy when he recounted as a flirting anecdote that a friend of his pretended to be drunk while he drank juices to take advantage of women in the evening. The macho questions of some journalists to female artists are also pointed out, as happened once in the anthill by Pablo Motos Interviewing The Cable Girls.
Nor is the Betis fanswho came to chant in the field “Rubén Castro alé, it was not your fault, she was a whore, you did well”, when an oral trial was opened against the footballer for an alleged crime of mistreatment of his partner. Finally, the most current case of all is portrayed: the screams of the initiation ceremony of Elias Ahuja and the controversial video with which Spain found out what was happening there with impunity in the name of tradition.
“We firmly believe that without men we will not be able to put an end to machismo and violence against women; that is why in this campaign we wanted to launch a fundamental question so that the issuing subject is not the Ministry of Equality , nor the feminists, but that they be men speaking to men. A society that does not validate male chauvinists”, said Ángela Rodríguez. The video has already exceeded 200,000 views on Twitter in just four hours since it was broadcast.
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