Some of Birmingham's most popular bars have joined a scheme to raise awareness of sexual harassment and 'laddish behaviour' among student drinkers.
City centre pubs the Briar Rose, Solomon Cutler, Walkabout and Post Office Vaults will be using specially printed beer mats to highlight the issue.
The scheme has been driven by Oxford graduate Maisie Jenkinson, from Worcester, who wants to tackle 'lad culture' - behaviour that can include heavy drinking and making light of serious offences - saying it is damaging for both men and women.
The pub scheme comes at the same time that the University of Birmingham is launching its own 'Not On' campaign on the back of growing concern about the prevalence of lad culture and a rise in reported cases of sexual harassment at universities across the country.
Under the joint initiative with the university's Guild of Students, staff and students will be encouraged to challenge sexual harassment and report inappropriate behaviour and to sign the 'Not On' pledge.
Ms Jenkinson, 23, sought the support of Worcester-based housing association Sanctuary Group, where she now works, and Fixers - the national charity that supports young people aged 16-25 - to help get her message across.
Working with Fixers, Ms Jenkinson created a short film depicting the real-life scenarios women have encountered with men at university, and beer mats with QR codes linking to the film.
She handed out beer mats to the pubs in Birmingham, Lloyds in Stourbridge and the Worcester University student bar.
"It's harmful in so many ways and affects so many people," said Ms Jenkinson.
"Jokes about rape are not funny and are especially horrible for people who have ever suffered sexual abuse. It's part of a wider system that objectifies women and congratulates men for domineering behaviour."
In a recent survey conducted by the National Union of Students, 75 per cent said they were aware of websites like UniLad and Lad Bible, with over two thirds of females agreeing that the content contributed to an unfair representation of women.
"It's great that the bars agreed to take my beer mats and help spread the message," said Ms Jenkinson, who graduated in human sciences at University of Oxford last year.
"I think almost all women will have had a negative experience with gender inequality," she added.
Fixers works with young people across the UK to find ways of getting their chosen message across.
Many young people choose to create a short film, website, poster campaign, information leaflet, or hold an event or flashmob. Fixers has supported more than 15,000 young people across the UK.
Young people have campaigned on issues with Fixers as diverse as cyber-bullying, self-harm, suicide and the need for more random acts of kindness.