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In continuation from the Mayor of London’s ‘Have a word’ campaign, Ogilvy Consulting’s Behavioural Science Practice were briefed by Greater London Authority (GLA) to understand what prevents and encourages male bystander intervention when they witness acts of misogyny.
To deliver on this objective, Ogilvy Consulting conducted primary and secondary research with wide sociodemographic diversity. Primary research included 15 hours of face-to-face ethnographies with London males, digital diaries from 48 men aged 13-55, social listening and sentiment analysis, as well as a survey of expert advice from the VAWG sector. Secondary research included a literature review of grey and white literature. All research was carried out between 19 September and 16 December 2022.
Secondary research and collaboration with GLA informed a set of hypotheses around men’s capability, motivation and opportunity to act. These hypotheses were tested and expanded on in primary research.
Main research insights:
- The majority of London men know what misogyny is and where it
- comes from
- Bystanders’ tolerance of misogyny is variable and contextual
- The decision to act is a risk calculation
- Sacred group dynamics determine whether men intervene
- Bystanders are most comfortable with respectful interventions
Based on these insights, the most powerful opportunities for changing behaviour are:
- Work with men, not against them: solicit love and respect
- Make intervention easy and non-threatening for everyone
- Create cultural safety at the group and society level
- Nudge pragmatically using evidence-based approaches
The behaviour change intervention and campaign that this report informed is now live. Search Mayor of London Have A Word, or visit the campaign website at https://www.london.gov.uk/maaate