Check-in

Released for International Women’s Day, the ‘Check-in’ campaign from End Violence Against Women Coalition challenges traditional ideas of masculinity and urges men to take responsibility for preventing violence against women. The film features Rhianne Barreto portraying a series of male characters checking in on friends to remind them that women simply want to get home safely.

Designed as a social-first campaign before expanding to cinema, the film reframes the conversation by speaking directly to men and boys about their role in changing attitudes and behaviour. By encouraging peer accountability, the campaign promotes the idea that preventing violence against women requires collective responsibility and cultural change.

The initiative also reflects wider national conversations in the UK about gender inequality and male violence, including calls from Keir Starmer for stronger action on issues such as men’s mental health and online misogyny. The message is clear: ending violence against women cannot fall solely on women themselves, but requires men and boys to actively participate in creating safer public spaces.