Mayor of London: Have a word

The Mayor of London produced a film-based campaign that sought to challenge misogynistic behaviour among young men, with promising media and social results.

The Mayor of London's office wanted to make the city safer for women by asking men to shift from a passive role as bystander to misogynistic behaviour, to intervening in potential acts of violence.

Strategy

Misogynistic behaviour is often a precursor to violence, yet many men remain passive bystanders when witnessing it. Behavioural science insights showed that peer pressure would be the most effective way to change this, and make men act as women's allies.

Creativity

The agency created a raw campaign to make men uncomfortable with witnessing bad behaviour towards women and break their own inertia. 'Have a word...

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