Glaswegian Girl Made Multi-Media Campaign to Combat Violence Against Women and Girls launches today
New Film Raises Awareness of Violence Against Women and Girls
Glasgow City Council and Glasgow Girls Club, a social good media agency and youth service provider, today announced a powerful campaign.
At the heart of the campaign, is the short film, 'Where We Stop' written by actor, writer, Royal Conservatoire of Scotland graduate and Glasgow Girls Club alumni, Molly Geddes. The compelling 6-minute film aims to raise awareness about Violence Against Women and Girls amongst young women and direct them to information, support, and services available in Glasgow.
The campaign was brought to Glasgow by the Lord Provost Jacqueline McLaren, as part of The Carter Center's Inform Women, Transform Lives initiative, a global effort by the renowned non-governmental organisation to increase the number of women accessing critical information about City services available so they can find the support they need.
The short film, written by Geddes was created in partnership through a series of focus groups, and script writing workshops with girls and young women from across Glasgow to ensure its impact and sensitivity. The film tackles themes relating to Violence Against Women and Girls head-on, highlighting the real experiences of those affected by the issue, including the theme of coercive control and domestic abuse for young women.
'Where We Stop' follows main character Sophie and her friends on their usual bus route, in their usual seats. It begins with them excitedly discussing Sophie's upcoming date with Jack. It then cuts to Sophie and Jack on the bus, presumably on their first date, with the pair awkwardly interacting but ultimately sharing a laugh together. The film takes the viewer on an intense, glitching timelapse of their relationship, gradually revealing that not everything is as it seems as Jack's behaviour becomes increasingly coercive, controlling and abusive. The final scene features a call-to-action signposting viewers to Sophia's Stop an app built in partnership with Glasgow Girls Club and Glasgow City Council - with guidance and information on available services.
By exploring often-overlooked early warning signs of abuse and relationship coercion and challenging the misconception that these issues primarily affect older women, the film's powerful storytelling aims to resonate with young women, challenging harmful stereotypes and encouraging them to take action.
Longtime Glasgow Girls Club member Geddes, who has drawn from her own experiences and insights gathered from recent focus groups, has been developing the film concept over several years through her work with the Club. Bringing it to life alongside young women, with the support of local government and a respected NGO like the Carter Center, has exceeded her initial vision for the project, underscoring the power of community collaboration.
Molly said, "I'm incredibly grateful to have been part of this project. 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 of violence against women and girls and help people find support. This is a massive full circle moment for me, both personally and professionally, and to see the impact this process has already had on young women is magic."
The city's Lord Provost Jacqueline McLaren said: "As Lord Provost of Glasgow, I'm extremely proud to have led on the Carter Initiative - Inform Women, Transform Lives. Standing in solidarity with a wider international network of cities with the common purpose of empowering women."
She continued: "Glasgow's glad to have been able to work collaboratively with a series of committed stakeholders alongside young women across the city keen to inform, shape and take ownership of this campaign. It's been an inspiring, energising and positive journey. We're thrilled to have made such progress and proud to stand shoulder to shoulder with women across the globe."
She concluded: "I know this exciting, dynamic and imaginative campaign has the potential to be a powerful liberating and educational resource for all our young women. It's been an amazing creative and learning process that I'm confident will prove a leading legacy programme. A catalyst for real change, enlightenment and engagement surrounding how we all address Violence Against Women."
Glasgow Girls Club Founder and Director, Amy Rew, who was a producer on the film and has also coordinated the communications media planning on behalf of Glasgow City Council said, "We're incredibly proud to launch this powerful campaign raising awareness about Violence Against Women and Girls. By providing essential information about City Services and resources, we aim to better equip young women to recognise forms and signs of the issue, seek appropriate support, and know they're not alone. Our goal is to give young women access to information that can help them live better lives."
The film is part of a wider campaign designed to inform as many young women as possible and transcend barriers to accessibility. This includes leveraging social media platforms, utilising community radio stations, billboards, posters, promotional merchandise, and engaging local champions.
Watch the full film below:
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