ROTTERDAM, 16 May 2025 – A new campaign launched by the municipality of Rotterdam is directly addressing perpetrators of sexual street harassment, particularly young men, in an effort to shift street culture norms.
Rotterdam campaign challenges street harassment norms
The municipality of Rotterdam has introduced a campaign titled Wees een Baas, aimed at tackling sexual street harassment (seksuele straatintimidatie or SSI). Unlike previous efforts, this initiative targets potential offenders—primarily men aged 17 to 30—by promoting respectful conduct as a form of strength.
The central message of the campaign reads: “A real man doesn’t shout, hiss, or whistle. Be a boss.” The campaign counters toxic masculinity by presenting respectful behaviour as a more powerful alternative. The term ‘baas’ (boss), commonly used as a compliment in youth culture, has been intentionally chosen to resonate with the target group.
Barbershop conversations and social media outreach
One of the campaign’s central components is a pop-up barbershop on Eendrachtsplein. The informal setting is intended to appeal to young men, offering a space for discussion while they receive a free haircut. Influencer Rarko, known within youth circles and acting as a role model, will engage visitors in conversations about street harassment. His direct and approachable style is intended to make the topic more accessible.
These conversations will be filmed and integrated into the campaign’s social media rollout, scheduled to run from 9 June to 20 July 2025. In addition, digital displays throughout the city will showcase the campaign visuals during weeks 21 and 22.
City alderman launches the campaign
Alderman Pascal Lansink-Bastemeijer marked the campaign’s official launch by taking a seat in the barbershop himself. Speaking afterwards, he stated:
“As a city, we are clear: sexual street harassment has no place here. With this campaign, we are not here to judge, but to invite young people to be part of the solution. By opening the dialogue, we can work together towards a safer city.”
Practical information
Location and event details
A public launch event featuring the pop-up barbershop will take place on Friday, 16 May 2025, between 16:00 and 20:00 at Eendrachtsplein. Photos and video footage will be captured for communication purposes.
Getting there
Eendrachtsplein is located in the city centre of Rotterdam, near Witte de Withstraat and Museumpark. It is easily accessible by tram, metro, and bicycle. The area is known for its lively atmosphere and youth-oriented venues.
