A new campaign in the run-up to International Women’s Day (Saturday 8 March) is shining a spotlight on the differences between male and female personal safety concerns.

Crafted in collaboration between positive masculinities charity Beyond Equality and creative agency Forsman & Bodenfors, the work is designed to engage men in the conversation around women’s safety.

Inspired by the viral moment on The Graham Norton Show when actors Saoirse Ronan and Paul Mescal unwittingly highlighted the different ways men and women handle everyday situations, ”See what she sees’ is grounded in data from a national poll, which revealed roughly six in ten men believe safety concerns are sometimes exaggerated.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

“Alongside policy and systemic change, 90% of women surveyed think men should take more responsibility in calling out inappropriate behaviour in their peers,” said Helen James, Forsman & Bodenfors London’s CEO.

“But it’s not about pointing fingers; it’s about helping men recognise the realities women face and showing them small, everyday ways they can help shift the culture,” she added.

The out-of-home campaign is also informed by the insight that as many as 95% of men agree they share equal responsibility in ensuring women’s safety, with the campaign ultimately hoping to underline the daily calculations women make to feel safe, which often go unnoticed by men.