Primary prevention interventions, often in the form of media campaigns, are frequently utilised in order to tackle sexual violence. However, many in the UK have been criticised for perpetuating victim-blaming, due to their focus on the behaviour of women. One notable exception is a Liverpool City Council Campaign, which targeted young men (aged 18-24) in a bid to reduce rates of alcohol-related rape. Drawing upon an assessment involving 41 male university students, this article generates original insights into the development and utilisation of male focused rape prevention interventions. As this analysis shows, the young men’s responses to the campaign involved negotiating discourses of sex, consent, rape, sexuality and gender - especially masculinity. While participants frequently drew upon stereotypes and misconceptions, moments of contestation and disruption emerged. We argue that interventions should concentrate upon masculinity and moments of disruption and contestation (possibly through the use of peer group discussions), in order to encourage critical reflections on gender and sexual violence, and to potentially engender more ethical practices.
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