Glasgow Tackles Violence Against Women with a Bold New Campaign

Glasgow City Council and Glasgow Girls Club have teamed up for a groundbreaking initiative to combat violence against women and girls. At its core is a compelling short film, Where We Stop, which aims to raise awareness and connect young women aged 16–21 with vital support services in the city.

This campaign, part of the global Inform Women, Transform Lives initiative by The Carter Center, is not just a public service announcement; it’s a call to action rooted in the real experiences of young women.

The centrepiece of the campaign, Where We Stop, is a six-minute film that doesn’t shy away from tough themes. Written by Molly Geddes, a Royal Conservatoire of Scotland graduate and Glasgow Girls Club alumna, the story follows Sophie, a young woman embarking on a seemingly innocent relationship with Jack.

Click here to watch the film and download the app

As the film unfolds, Jack’s behaviour shifts from charming to coercive, then controlling and abusive. The clever use of an intense, glitching timelapse offers a visceral representation of how unhealthy relationships can escalate. It’s a grimly familiar narrative for too many women, and the film aims to shed light on the often-overlooked early warning signs of abuse.

The final scene delivers a clear message: help is available. It introduces Sophia’s Stop, an app developed in partnership with Glasgow Girls Club and Glasgow City Council, which provides guidance and information on support services in Glasgow.

This isn’t just another top-down campaign. The project has been shaped by the voices of young women from across the city through focus groups and scriptwriting workshops. By involving those it aims to support, the campaign ensures its message is authentic, relevant, and impactful.

Writer Molly Geddes drew on her own experiences and insights gathered during the collaborative process to craft a film that feels real and relatable. Reflecting on the project, she said:

“My main drive for creating this film was the lack of media around domestic abuse that specifically centred young women. I hope that Where We Stop can shed light on the issue and help people find support.”

For Geddes, the project has been a deeply personal journey, demonstrating the transformative power of community collaboration.

The campaign has been championed by Lord Provost Jacqueline McLaren as part of Glasgow’s involvement in the Carter Initiative. Speaking on the campaign’s significance, she said:

“This dynamic and imaginative campaign has the potential to be a powerful educational resource for all our young women. It’s been an inspiring journey, and I’m confident it will prove to be a legacy programme, a catalyst for real change.”

By aligning with a global effort to empower women through access to critical information, Glasgow is leading by example, showing how local initiatives can have international resonance.

The campaign doesn’t stop at the film. To ensure its message reaches as many young women as possible, it employs a multi-platform approach:

• Social Media: Leveraging platforms like Instagram and TikTok to engage with young audiences where they spend their time.

• Community Radio and Billboards: Reaching diverse demographics across the city.

• Posters and Promotional Merchandise: Keeping the message visible and memorable.

• Local Champions: Engaging influencers and advocates to spread awareness.

This multi-faceted strategy breaks down barriers to accessibility, ensuring every young woman in Glasgow has access to the information and support they need.

Violence against women and girls isn’t a problem that begins in adulthood. By focusing on young women aged 16–21, the campaign challenges harmful stereotypes that domestic abuse only affects older women or long-term relationships. It highlights the importance of recognising coercive behaviour early and seeking help before the situation worsens.

Amy Rew, Founder and Director of Glasgow Girls Club and a producer on the film, explained:

“Our goal is to better equip young women to recognise the signs of violence and coercion, seek appropriate support, and know they’re not alone.”

This campaign is as much about prevention as it is about support. By educating young women and challenging societal misconceptions, it seeks to create lasting change.

Violence against women and girls is a pervasive issue, and Glasgow’s campaign couldn’t be more timely. The statistics are sobering, but they don’t tell the full story. Behind every number is a woman whose life has been affected, often irreparably.

By focusing on education, awareness, and accessibility, this campaign offers a beacon of hope. It’s a reminder that no one is alone, and support is just a step away.

Where We Stop isn’t just a film; it’s a conversation starter, a resource, and a lifeline. For the young women of Glasgow, it’s a promise that their city cares about their safety and well-being.

As this campaign rolls out, its impact will likely extend beyond the city’s borders, inspiring other communities to take similar steps. Because when it comes to tackling violence against women and girls, no effort is too small, and no message is too loud.