West Ham fans are about to see something new in the toilets at the London Stadium in a bid to ‘tackle violence and misogyny’.
When West Ham fans next go to spend a penny at the London Stadium they will notice something different.
Because West Ham and their rival London Premier League clubs have joined forces to display messages in stadium toilets – on mirrors and walls – as well as in matchday programmes asking fans to ‘reflect on the way they view, treat and talk about women’ in a bid to curb violence and misogyny.
It comes as part of a new campaign launched by London Mayor Sadiq Khan to challenge sexist attitudes and inappropriate behaviours and to urge men to take a stand against misogyny.
West Ham have given their support to the initiative alongside their fellow London Prem sides as well as rugby clubs Saracens and Harlequins.
That means a new look for the London Stadium lavatories with messages like ‘Male violence against women and girls starts with words… if you see it happening, have a word with yourself, then your mates’.
West Ham fans are about to see something new in the toilets at the London Stadium in bid to tackle violence and misogyny
London Mayor Khan, who recently criticised West Ham for their handling of the Kurt Zouma saga, says football clubs have a role to play in changing misogynistic attitudes and behaviours.
The campaign is targeting football grounds like West Ham’s London Stadium, Tottenham Hotspur Stadium, The Emirates and Selhurst Park to reach men and boys in the crowd.
“As men, we need to be reflecting on the way we view, treat and talk about women,” Khan said (Daily Mail).
“That’s why this new campaign is about talking directly to men and boys to get the message across that words matter and that there’s a link between misogyny and violence.
“I want all of us to be challenging sexism and misogyny – whether it’s on the streets or online in a group chat, at home or in the pub – because we all have a responsibility to raise our voices to prevent violence and to help keep women and girls safe.
“Male violence against women and girls can start with words.
“If you see it happening, have a word with yourself, then your mates. It’s time we kick these rotten attitudes and behaviours out of our city and society for good.”