Pegged as “Don’t Be That Guy,” the Newfoundland and Labrador Association of Public and Private Employees (NAPE) launched its women’s ad campaign at the ALT Hotel in downtown St. John’s Friday to combat violence against women.
The campaign focuses on negative sexual behaviours and attitudes toward women.
In addressing those in attendance at the launch, NAPE president Jerry Earle said that in Newfoundland and Labrador the rate of domestic violence against women is among the highest in Canada.
“Sexual assault of women is also too common here,” Earle said. “The roots of that violence lie in some men’s attitudes toward women, attitudes that are expressed in many common behaviours, some of which are seemingly harmless until you take a closer look.
“We need to start a conversation in this province about these attitudes and behaviours, and today NAPE is rolling out a campaign designed to do just that.”
In the ad campaigns, local women offer varying forms of messages to highlight the issue.