The Mayor of London and Ogilvy UK unveiled a bold new campaign to empower men and boys to say ‘Maaate’ to their mates, to challenge misogynistic male behaviour against women and girls nationwide. ‘Say Maaate to a mate’ is a fully integrated campaign combining creativity and behavioural science, and collaborations with comedian Romesh Ranganathan, social media activist Max Selwood and Top Boy and Noughts + Crosses director Koby Adom.
Last year the Mayor of London encouraged men to ‘have a word’ when they witnessed misogyny among their friends in Ogilvy UK’s celebrated marketing campaign. This year The Mayor of London suggests what that word could be: Maaate. One word innovatively seeded into popular culture using fly posters, billboards, a Romesh comedy set, a GIF, a partnership with LadBible and Influencers - all leading towards a seamless interactive film with 270 possible narratives, shot by Koby Adom, in collaboration with Vimeo. The campaign was created by senior creatives Dave Anderson and Ian Brassett, and ECD’s Nicola Wood and Andy Forrest.
Informed by a ground-breaking, in-depth behavioural science study conducted by Ogilvy Consulting, the campaign helps men and boys confidently step in when they witness misogyny. The interactive film is a tool for men and boys to help determine when, where and how to call out inappropriate language.]
Jules Chalkley, chief executive creative director, Ogilvy UK, “Our first Mayor of London project, #HaveAWord, set out Sadiq’s long-term ambition to eradicate violence against women in London. Our second campaign #Maaate, embeds behavioural science at the heart of a unique and multidisciplined creative platform to give young men the tools to understand when they see misogyny, and enable them to stop it safely. By focusing on a simple expression of a single word in different media, our aim is to create something that allows sexist behaviour to be addressed at its root cause.”
