The Mayor of London, Sadiq Khan, has today launched a new campaign to tackle misogyny and violence against women and girls in the capital.

The campaign will involve screening the following message on public billboards and online: ‘Male violence against women and girls starts with words. If you see it happening, have a word with yourself, then your mates.’

Football and rugby clubs across London have also pledged to support the campaign by running the same message within their stadiums.

‘In London and across the country we are facing an epidemic of violence against women and girls, committed by men. This must unsettle us all and force us to take a long hard look at ourselves,’ Mayor Khan said.

‘As men, we need to be reflecting on the way we view, treat and talk about women. That’s why this new campaign is about talking directly to men and boys to get the message across that words matter and that there’s a link between misogyny and violence.

‘I want all of us to be challenging sexism and misogyny - whether it’s on the streets or online in a group chat, at home or in the pub – because we all have a responsibility to raise our voices to prevent violence and to help keep women and girls safe.’

Research by UN Women UK indicated that 71% of all women have experienced some form of sexual harassment in a public space with this number rising sharply to 86% among 18-24 year olds.

Dr Akima Thomas OBE, clinical director and co-founder of Women and Girls Network (WGN), said: ‘We welcome the Mayor’s vision for holding men directly to account for the perpetuation of VAWG, through a committed intention to address and dismantle the social and cultural norms which permit, sanctify and legitimizes male violence towards women and girls.

‘For too long, the focus of explanations for VAWG have centred on the attitudes and behaviours of women and girls, turning the lens to focus and challenge male privilege and entitlement disrupts the harm of VAWG at its source and will drive meaningful structurally embedded change to create a legacy for a fair and just society.’