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Edward Ferguson

British Ambassador to the Republic of Serbia

17th December 2025 Belgrade, Serbia

MAKING LIFE SAFER, FOR EVERYONE

Last week, I spoke at the Equality Commissioner’s annual conference about the importance of gender equality.  I said that, as a father, I want to live in a world where my two daughters have exactly the same chance to shine as my son.  Where their potential is recognised and nurtured, and where they can find a job, any job, that they love, and do it well.  And where they experience from others the kindness and respect with which I hope they will treat everyone else.

Today, on 25 November, I’m thinking again about that last point, because today is White Ribbon Day, when men across the world are called to fight for a society without violence against women and girls.

I’ll be honest.  I’m worried.  I see how the internet is shaping our children: how it can encourage toxic behaviours, or prey on their vulnerabilities.  I see the online material that is fed by the algorithms to my 16-year-old son, unwanted and unprompted.  Young men are told that they are victims of the so-called ’culture wars’.  They are encouraged to use their strength not to protect and defend women and girls, but to dominate and control them.

In the divisions and polarisation of our increasingly online world, we risk losing sight of simple truths: that women and girls need the support and protection of men and boys, and vice versa.

On the face of it, Serbia can seem a very safe place.  Most people are friendly and hospitable.  I feel comfortable allowing my teenage children to go off and explore Belgrade on their own.

But, like many countries, Serbia faces challenges in producing reliable statistics about violence committed against women and girls.  Women’s rights organisations work tirelessly on this, and we are privileged to support them.  Underreporting remains a chronic problem.  In a survey that the UK supported in 2022, only 12% of women who had experienced violence in public places said their would feel comfortable reporting it.

And behind closed doors, the situation can be quite different.  According to the UN, 17% of women in Serbia have expreienced physical or sexual violence by an intimate partner.  During my two years in Serbia, the rising rates of femicide, here and in the wider region, have been a growing concern.   Just last week, in Mostar in BiH, a man chased a woman around the city before shooting her in a restaurant.  Femicide, or the killing of women, is not categorised as a specific crime under Serbian law.  But, for many of us, stories of women being murdered by the men who were supposed to respect and protect them are especially horrific.

Of course, this isn’t to suggest that men are, by definition, dangerous to women.  But it is important to understand how the evolving culture and concept of masculinity can represent a threat, especially during formative teenage years.  Traditional ideals of chivalry are being suppressed and replaced by blunt machismo.  Teenage boys are encouraged to be tough, not kind.  This toxic masculinity is not just a threat to women and girls.  These pressures erode men’s well-being too, contributing to higher suicide rates, poorer mental health, and lower educational outcomes.  It is also the foundation upon which can be built the extreme nationalism that has condemned this region to recurring interethnic division and conflict.

This puts a special burden on men of my generation to model the behaviours that we want our children to inherit.  We need to form alliances with women so that, together, we can counteract the harmful influences to which young people are exposed.

In the UK, research says that 90% of women want men to call out inappropriate behaviour, and that 95% of men agree that women’s safety is a shared responsibility.  That’s huge, and it’s very encouraging, but it’s only the start of a solution.

I think that many men want to be ’allies’, but they can often feel unsure about what to do or say.  First and foremost, it is important to listen to and work with the women in your life to better understand what forms of allyship can best help them.  Often, it is the small things that make a difference.  Ensuring that women and girls are given equal opportunities to achieve their potential.  Being ready to step in and challenge sexist behaviour when you see or hear it, at home or in the workplace.  And, if you have children, raising them to treat women and girls with respect, kindness and empathy.  It’s not realistic that we can shield our sons from harmful influence online, but we can combat it with positive influence at home.

There are excellent online resources and practical tools available, like Beyond Equality or Movember.  These provide guidance for educators and parents on helping young boys to understand and to build healthy masculine behaviours.

This year, the British Embassy in Serbia will mark the 16 Days of Activism against Gender-Based Violence by taking part in a series of activities – supporting grassroots organizations, joining conferences, speaking out, wearing orange at the Embassy and, most importantly, having conversations about this issue.  Tell us: what does being a male ally mean to you?

About Edward Ferguson

Edward Ferguson took over as His Majesty’s Ambassador to Serbia in July 2023. Before coming to Belgrade, Edward served as the Minister Counsellor Defence at the British Embassy in Washington…

Edward Ferguson took over as His Majesty’s Ambassador to Serbia in July 2023. Before coming to Belgrade, Edward served as the Minister Counsellor Defence at the British Embassy in Washington DC in September 2018. Together with the Defence Attaché, he led the British Defence Staff (United States), a network of 1,000 people spread across 28 States. As the UK’s senior policy adviser on defence relations with the United States, he was responsible for UK-US collaboration on strategic planning, nuclear policy and programmes, trade and acquisition, and science and technology. He was the US Network’s lead on HMG’s Integrated Review and AUKUS, and the senior champion for the Race, Ethnic and Cultural Heritage Group.

Previously, he served as Her Majesty’s Ambassador to Bosnia and Herzegovina from 2014 to 2018, where he created and led a new international strategy, co-launched by the British and German Foreign Ministers, that re-energised Euro-Atlantic integration after years of stagnation while stimulating economic growth and reducing high levels of youth unemployment.

A former Exhibitioner and Choral Scholar of Trinity College, Oxford, where he was also Treasurer of the Oxford Union, Edward graduated with First Class Honours in Classics in 2001. Joining the Graduate Fast Stream of the Ministry of Defence, he started out in the Naval Staff before joining the Iraq Secretariat during the build-up to and subsequent execution of Operation TELIC. In 2003, he was involved in financial and requirement scrutiny of the Department’s future helicopter procurement programme.

From 2004 to 2006, he managed a national award-winning £300-million programme to consolidate the MOD estate in Greater London and to redevelop RAF Northolt. In 2006, he volunteered for an operational tour, serving as Political Advisor to a British Battlegroup in Maysaan Province, Iraq (while his brother was a troop leader with the British Army in Basra). On his return, he took on responsibility for the strategic management of the UK’s bilateral defence relations with the United States, Canada and Western Europe.

From 2007 to 2009, he worked as Private Secretary to three Defence Secretaries, acting as their closest adviser on issues relating to operations in Iraq, the £6-billion defence equipment programme, science & technology, counter-terrorism and counter-piracy.

In 2009, he was appointed the Head of Afghanistan and Pakistan Policy, responsible for advice to the National Security Council on the policy, financial, legal, parliamentary and presentational aspects of the UK military contribution to operations in Afghanistan, and on the long-term defence role and interests in Pakistan.

From 2011 to 2014, he was Head of Defence Strategy and Priorities, leading two teams, one responsible for leading the MOD’s contribution to developing the 2015 National Security Strategy and the Strategic Defence and Security Review, and the other for prioritising the MOD’s international defence engagement activities. In 2013, he graduated from the London School of Economics and Political Science with an MSc with Distinction in Strategy and Diplomacy. He has been a member of the RCDS Strategic Advisory Panel, a member of the US Air Force Grand Strategy Advisory Board, and is a graduate of the PINNACLE Command and Staff course.