2022 Bronze Design or Art Direction

Agency: Ogilvy UK

Client: Mayor of London

Campaign Name: Have A Word

Campaign Overview

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 with yourself, then your mates' was a simple but powerful call to action.

The message for men was that those who stand idly by rather than getting involved should ask themselves whether it's acceptable to witness toxic behaviour but do nothing. Using peer-to-peer pressure would compel them to step in.

The campaign ran on social media, in cinemas, and at Premier League football games. Out of home executions took over Piccadilly Circus, Transport for London sites and male bathrooms at venues across the capital.

Results

Genuine social change was an achieved ambition, with schools incorporating the film into their curriculum.

This was a pro bono campaign that achieved:

• 3.1 billion earned impressions

• 307 million earned reach

• 65% of social commentary from men

• 77% positive sentiment

On the Mayor's Instagram page alone, the film has been viewed more than 5.5 million times. The campaign spread internationally, from France, Italy and Sweden to Australia, Singapore and Brazil.

It was shared by large international organisations such as Fifa, the UN, universities, councils and NGOs, plus sports stars and influencers - with no paid support.

Proactively, TikTok put the film on its discover page and the campaign also made the front page of Reddit.

The campaign ran on social media, in cinemas, and at Premier League football games. Out of home executions took over Piccadilly Circus, Transport for London sites and male bathrooms at venues across the capital.

The Team

Ogilvy UK - Andre Laurentino, Chief Creative Officer - Jules Chalkley, Executive Creative Director - Andy Forrest, Creative Director - Nicola Wood, Creative Director - Charlie Coney, Executive Creative and Strategy - Luke Ridgway, Deputy Executive Creative Director Design - Heather Hart, Senior Print Producer - Fola Odumosu, Client Partner PR - Bianca Novaes, Strategist - Andrew Lopez, Strategist - Tara Austin, Behavioural Scientist - Mike Hughes, Behavioural Scientist

Hogarth - Sally Miller, Deputy Head of Moving Image- Eva McAlpine, Production Assistant Hogarth - Eleanor Hardcastle, Producer

Spindle - Molly Burdett, Director - Lou Gagen, Producer

Contributors

Hogarth and Spindle Productions