Mayor of London Sadiq Khan is empowering men and boys to challenge misogynistic behaviour against women and girls with a hard-hitting interactive film from Ogilvy.
‘Say Maaate to a Mate’ is an interactive film that gives viewers the option to intervene when a group of young men’s conversation becomes increasingly misogynistic.
By clicking ‘Maaate’, the film adopts a ‘choose-your-own-ending’ game and acts as a tool for men and boys to help determine when, where and how to call out inappropriate language.
“I hate to call it a film because it’s more than that. It’s a tool for change. A practice run. A game if you will, that demonstrates the power of one word to stop low level misogyny in its tracks,” said Ogilvy executive creative directors, Nicola Wood and Andy Forrest.
“The craft is mind blowing. Filmed by Koby Adom from RSA, we worked with Vimeo to create an experience that contains around 270 branches of content sitting under one seamless narrative, repurposing the skip button for an immersive experience.”
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The campaign comes in the wake of an in-depth behavioural science study conducted by Ogilvy Consulting which revealed the shocking prevalence of misogyny in society and a lack of awareness about how to tackle it.
Developing the campaign in response, the creative will be supported through a LadBible partnership, influencer outreach and a paid social campaign.
In addition, notable individuals have created content to raise awareness of the campaign, including social media activist Max Selwood and comedian Romesh Ranganathan who promoted the campaign with a comedy set that garnered over 2.5 million views online.
“My new campaign recognises that male violence against women and girls often starts with words,” said Mr Khan.
“That’s why I’m determined to ensure that men and boys feel empowered to call out their mates when their behaviour crosses the line. It is only by ensuring that women and girls are both protected and respected that we can continue to build a better, safer London for everyone.”
The campaign follows the London mayor’s award-winning ‘Have A Word’ campaign which was showcased across out-of-home (OOH) last year.
1 Comment. Leave new
It does stereotype youth and the kind of people you get on Love Island. I think the very people portrayed in the film will probably not get it. But actually mock it. It’s a challenge to get people to change their attitude and language.or banter.