Mayor of London and Ogilvy UK win DMA Awards Grand Prix

Mayor of London and Ogilvy UK have taken home the Grand Prix at the DMA Awards 2022, after several finalists faced-off live to pitch their respective campaigns to numerous industry experts for the ultimate prize.

The ‘Have a Word’ campaign won thanks to its drive for genuine social change – perfectly combining a simple, creative concept with a focused strategy to deliver results that make a difference – so much so that schools now incorporate its campaign video into their curriculum. The United Nations (UN) is also including it in education and training materials being rolled out to millions of men across the world.

The ‘Have a Word’ campaign aimed to make London a safer space for women by changing the attitudes – and actions – of men. It was clear that too many men were standing by and watching misogynistic behaviour happening, and research has shown that low-level misogyny is often a precursor to violence. Mayor of London needed men to end this bystander attitude. ‘Have a word with yourself, then your mates’ is a powerful call-to-action to start changing men’s behaviour.

“The ‘Have a Word’ campaign is the perfect example of how data-driven marketing can be a force for good across society. Due to its direct and engaging creative approach, alongside an effective strategy on how to make it resonate with men, it will have a positive impact on millions of people’s lives for years to come,” said Rachel Aldighieri, MD of the DMA. “The DMA will always champion marketing which drives meaningful change, and this will certainly continue to achieve this through its ongoing use by schools and the UN.”

Sadiq Khan, Mayor of London, stated: “Really proud that our ‘Have A Word’ campaign has won the DMA’s Grand Prix award. Our campaign is making a real difference in our fight to end the epidemic of male violence against women and girls for good.”

The winning campaign managed to overcome strong competition in the live pitch-off with ‘The Record-Breaking Mailing’ by RAPP and TV Licensing, as well as ‘Reverse Selfie’, Ogilvy UK and Unilever.

Winning a DMA Award means a campaign has truly made a difference, so every one of this year’s winners will be proud of their achievement.

Further details about the winning campaign and the full list of DMA Award Winners can be found here: https://dma.org.uk/awards/award/dma-awards-2022-the-winning-work