This Ends Now

Who we are

At This Ends Now, we are dedicated to creating a world free from gender-based oppression by reframing the conversation around feminism and dismantling patriarchy. Male violence against women and girls is an epidemic that must end now. We don’t shy away from difficult conversations - in fact, we actively encourage them. We believe that everyone has a role to play in creating a just and equal world, especially men who have benefited from the subordination of women and minoritised genders for centuries. You can help us create this seismic change.

Why your support is vital

Your donation will enable us to:

• Roll out our flagship Words Matter initiative to police forces across England and Wales.

• Continue calling out misogynistic and victim blaming narratives in police press releases and media headlines.

• Raise awareness through campaigns focused on preventing male violence against women and girls.

• Empower communities to become active allies in the fight against oppression.

Words Matter

Words Matter is This Ends Now's flagship set of initiatives that aim to to reframe the conversation on gender-based oppression and highlight the role that language plays in how society understands male violence against women and girls.

Male violence against women and girls (MVAWG) is a global epidemic that must end now. We can no longer allow sensationalist headlines to set the tone for how we discuss MVAWG.

This Ends Now was founded on the belief that changing language will change how society understands gender-based oppression. Generational patriarchy has woven misogyny into the victim blaming and perpetrator-erasing language that is predominantly used to describe MVAWG. 

We recognise that media outlets draw much of their problematic language directly from police communications about these incidents and the context they occur in, so we decided to address media headlines where they begin - police external communications.

On 5 October 2024, This Ends Now launched the first Words Matter reporting guidelines with our collaborators, the Gloucestershire Constabulary and Gloucestershire’s Office of the Police and Crime Commissioner. These guidelines provide clear information on how police external communications teams should avoid victim blaming language in their reports and use language that centres the actions of perpetrators and encourages greater respect toward victims/survivors. 

Why do Words Matter?

The language we use depicts and shapes the world as we know it. When we use language that exposes the underlying assumptions in how we discuss gender-based oppression, we create a climate where MVAWG is no longer normalised. Patriarchal power depends on an assumption of male superiority and that male dominance is “natural.” It depends on the silence of those who are harmed. By championing language that respectfully and compassionately describes the experiences of those who have been silenced, This Ends Now knows we can create a culture that respects those who have been silenced and makes MVAWG inexcusable. By changing the words we use, we change how people act.

We will no longer allow perpetrators of MVAWG to control the narratives around these crimes. We will no longer allow the police and media to portray victims/survivors as responsible for their own harm. We will no longer allow words to shame us into silence. We will challenge and dismantle rape myths through a radical shift in the language we use. 

Words matter. This ends now.

As an entirely volunteer-run organisation, we rely on the support of incredible people like you. Thank you so much. Together, we are stronger.