DO NOT BEHAVE, the independent UK-based creative studio founded in 2025 by award-winning Creative Director Jo Moore, has released a social campaign to highlight ongoing issues around violence against women and girls.
The idea at the heart of the campaign is that the real monsters behind sexual violence are often in disguise and can be very hard to detect. So DO NOT BEHAVE has developed a tactical Halloween campaign to bring awareness of the problem and ask male allies to be more vigilant.
On the surface, this social campaign looks like a retail ad for an online Halloween costume store. But clicking through to look at the ‘Ultimate Monster costume’ leads to a page which shows shots of an average bloke’s white T-shirt and jeans. The message is that monsters come in all shapes and sizes but are more often than not just ‘everyday guys’.
When you look at the outfit includes list, there are:
friend/classmate/boyfriend/colleague/husband and outfit features: invading women’s personal space/ sharing nudes without consent/visiting chat rooms for tips on drugging.
The copy on the ‘buy’ button says DON’T BUY THIS BEHAVIOUR.
The agency teamed up with educators WHAT MAKES A MAN and CHEER UP LUV to get the message shared. What makes a man’s Andrew “Bernie’ Bernard is a UK based speaker, author and educator who challenges ideas of masculinity. Eliza Hatch spearheads Cheer up Luv and is an award-winning feminist photographer, educator, speaker and curator.
So far there have been 44K+ views over the Halloween weekend. And over 2.5k visits to the spoof ‘Ultimate Monster costume’ site.
The UK government and public safety bodies treat violence against women and girls as a national emergency, with studies showing it impacts roughly one in 12 women in England and Wales. It encompasses domestic abuse, sexual assault and rape, stalking, harassment, forced marriage, female genital mutilation (FGM), and digital/online abuse
According to the Women and Girls Network, research indicates that approximately 97% of women who report sexual assault know their attacker.
