Vancouver police, along with community partners, have launched a provocative summer campaign dubbed ‘Don’t Be That Guy’ aimed at reducing violence against women.

The campaign includes posters, aimed at men between the ages of 18 and 25, with images of intoxicated women about to be preyed upon with the message ‘Sex without consent is sexual assault.’

The posters are being installed in clubs and bars in the city’s entertainment districts in July and August.

According to police, the campaign is "designed to force young men to recognize the boundary between consensual sexual contact and criminal sexual assault."

The Vancouver Police Department’s partners in the campaign include BarWatch, Battered Women’s Support Services, Women Against Violence Against Women, BC Women’s Hospital Sexual Assault Service, NEWAD Inc., and ZOOM Media.