Don’t be “that” guy.

The one who takes advantage of an intoxicated woman and sexually assaults her.

That’s the message behind a new ad campaign launched Thursday by Calgary police and several community groups.

The campaign, which features powerful images and hard-hitting language, differs from past initiatives that seemed to suggest victims of sexual assault are at fault, said Danielle Aubry, executive director of Calgary Communities Against Sexual Abuse.

“It challenges all of us to look at our beliefs,” she said.

Student Joe Campbell worked extensively on the campaign and brings his perspective as a representative of the campaign’s target audience: men 18 to 24.

“We all have a stake in ending violence against women,” he said. “We all have women in our lives that we love, care about.”

Police estimate only eight per cent of victims report the kind of crimes targeted by the campaign.

Police Chief Rick Hanson said he firmly supports the initiative and issued a stern warning to anyone with thoughts of committing such a heinous act.

“If they think they can get away with it, they’re wrong,” he said.

For more information about the campaign, go to savcalgary.ca.