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Explore the efforts led by Richard Parry, Campaigns Officer at Newcastle University Students’ Union, to challenge lad culture and promote positive masculinity among new students. The campaign focuses on offering an alternative concept of masculinity free from sexism, racism, and homophobia. Various strategies including poster campaigns, social media engagement, and involvement of male role models are employed to shift perceptions. Despite facing challenges such as student engagement, reluctance from sports clubs, and established lad culture from school, the campaign aims to create a more inclusive and respectful university environment.
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Challenging Laddism: experiences from Newcastle Richard Parry, Campaigns Officer, Newcastle University Students’ Union
Campaign Foundations • Laddism offers new students an identity and a culture. • Impossible to change behaviour simply through a confrontational campaign. • Key aim: to offer an alternative concept of masculinity, not featuring sexism, racism and homophobia. • Importance of trying to include as many male role models and opinions as possible.
The campaign • Poster campaign- making students question what is/not acceptable. • Social media- allows a space for debate and has a wide reach. • Sports clubs- attempting to change perceptions of masculinity within university sport.
Themes arising • Students targeted by the campaign are amongst the least likely to be engaged in the Students’ Union. • Language of feminism tends not to be effective in changing behaviour. • Reluctance of sports clubs to commit to anti-lad messages. • Lad culture established at school not university.
