Welsh footballers team up to tackle gender-based violence with the Sound campaign, a Welsh Government initiative to change behaviours

Building on their support of White Ribbon Day this year, the Football Association of Wales has partnered with the Sound campaign to start a conversation around gender-based violence and the important role men play in tackling these issues.

Earlier this week, the Football Association of Wales dedicated the UEFA EURO 2024 qualifier between Wales and Türkiye to White Ribbon UK, reiterating the White Ribbon Promise to never use, excuse or remain silent about men’s violence against women.

Now, they’re continuing their support of White Ribbon Day this year by partnering with the Sound campaign.

A Welsh Government funded project, Sound was launched earlier this year to encourage men aged 18-34 to learn about gender-based violence in three distinct ways:

1. Sound it out: Have conversations with male peers in safe spaces, sounding out problematic behaviours and concerns.

2. Sound advice: Get trusted insights on what a healthy relationship looks and feels like, and ask for support if you’re struggling.

3. Be sound as: Encourage friends to open up, support them, challenge them, be a role model, emulate the figures in your life who you consider ‘sound as.’

In a 15-minute video, Ben Davies, Joe Morrell, and David Brooks chat to one another about the influence of ‘hyper masculine’ figures on social media, what men can do to help women feel safe, and the importance of having open conversations with male friends , colleagues and teammates.

Good communication is key

During the conversation, Ben Davies, who married his partner Emily in 2022 and recently became a father for the first time, reflected on his own relationship by saying “the reason our relationship is so good, is because we're open with each other, we're honest with each other and we have each other's backs. Good communication is key, and I think it's important that we also have this in the dressing room. I probably spend just as much time with my wife as I do with the boys in the football changing room. Creating those relationships is very important, being able to trust and being able to open yourself up to other people to help you out, it’s a huge thing.”

David Brooks picked up on the importance of communication, reflecting on his cancer diagnosis in 2021.

“It’s deemed to be ‘what I’m going through’ and the difficulties that I had. But me living through it, I didn’t find it that mentally challenging, obviously it was physically demanding but Flora had to see me on a day-to-day basis, and she didn’t want to burden me so it took a toll on her. It just shows that what you’re going through can affect others too, and that communication was important to get her the help she needed through the process as well.

“I’ve also had to learn to not take work stuff home, like if I've had a really bad day, for example if I'm not playing or not training very well and in that bit of a rut, not to take it home and take it out on someone around me.”

You’re only as good as the company you keep

A key proponent of the Sound campaign is constructive and honest conversations with friends who may be exhibiting red flag behaviours, as well as self-reflection on relationships.

Joe Morrell said: “I think self-reflection is really important, and sometimes it can be really difficult. It's important to reflect on how you are coming across and how you are living your life. For sure it can be difficult and for sure it’s something I'm probably not amazing at.”

He added: “The people around you are a reflection of you. A good friend comes under many umbrellas. Calling them out when needed is certainly a part of that”.

David Brooks agreed, saying, “If my friends were acting a certain way out in public, or in their relationships, I’d pull them up on it. You’re only as good as the company you keep.”

Small actions can have a huge impact

Ben Davies reflected on training that his club, Tottenham Hotspur, had recently given players to help women feel safe in public spaces and at matches.

“It was just little things like make yourself approachable, don’t be too boisterous if you’re in a group, think about how your words and actions make a woman feel. Even if it's crossing the street away from the woman to make her feel more comfortable, little things like that, especially at nighttime can have such a huge impact.

“It can be very scary for women when walking home from work, or, or walking alone after games at night. Men need to be aware of simple actions you can take just to make women feel more comfortable, because as men, we don’t realise it so much, but if you're walking home at night alone and you're hearing on the news stories of women being abducted or killed, it's pretty awful and it's a pretty terrifying thing. I've got a younger sister, I can't imagine what it’s like for her to worry about making a short walk home. Life shouldn’t be a terrifying ordeal.”

Since launching in July, Sound has reached 327,000 men aged 18 - 34 in Wales, with a number reaching out to seek advice directly from campaign channels.