Ogilvy’s #HaveAWord campaign, created at Sadiq’s Khan’s request to raise awareness around violence against women in the capital, has secured an additional £18 million in funding.
Spearheaded by the agency’s powerful short film, the campaign was rolled out across national TV and print media, eventually garnering a worldwide response after being widely shared across social media with an estimated 3.1 billion earned impressions.
The London-based agency’s campaign was aimed primarily at challenging male violence towards women and calling passive support through inaction. Strikingly, 85% of men who have heard of the campaign have said they would act to stop such behaviour if they saw it happening.
READ MORE: Mayor Sadiq Khan unveils campaign to tackle violence against women and girls
“Tell a man they’re a misogynist and they’ll ignore you or punch you,” said Ogilvy UK creative & strategy officer, Charlie Coney said.
“Give them the tools and confidence to prevent it and they turn into allies. With the Mayor announcing an extra £18m of funding and McDonalds rolling this out in restaurants, it’s been a big week for our HaveAWord campaign.
He added: “And, as of September, it will go into every school in London. We’re stopping misogyny now, and changing long-term behaviour. While being awarded in Cannes is a wonderful accolade, the impact this has made on British culture is even more rewarding.”
Click here to sign up to Marketing Beat’s free daily email newsletter
