Digital media firm LADBible has partnered with the Mayor of London and Ogilvy to help amplify the recent ‘Say Maaate to a Mate’ campaign that looks to fight sexual harassment and misogyny.
Developed by creative agency Ogilvy, ‘Say Maaate to a Mate’ is aiming to empower young men and boys to challenge their friends’ behaviour in order to drive cultural change and eradicate sexism and misogyny.
LADBible is estimated to reach around two-thirds of under 34 year-olds in the UK, with this campaign already reaching 6 million people through its channels alone.
The media brand will now utilise its strong social media influence to amplify the campaign and its key messages through a mix of original content formats via its LADBible, SPORTBible and Tyla brands.
“We are proud to bring this campaign to life across our portfolio and help the Mayor of London amplify such an important message,” LADBible Group director of marketing and communications, Lindsay Turner, said.
Subscribe to Marketing Beat for free
“We recognise that with our huge reach, of over a billion people globally every single month, we have a responsibility to share content with our audience that drives cultural change in a positive way. We have already reached over six million people with our content, via our social channels, driving conversation with our audience across the group’s brands.”
As part of the campaign, London Mayor Sadiq Khan will also appear in a new LADBible content format, Honesty Box, in which he will field questions about topics such as women’s safety. The episode will launch on 8 August.
Highlighting the very real need for campaigns such as these, LADBible’s youth consumer research panel LADnation found that 82% of women have experienced casual sexism, in comparison to only 17% of men. A third of young people have had to call out their friends for making sexist comments.
Ogilvy Consulting applied behavioural science consultant, David Fanner, added: “We believe that an effective way to create lasting behaviour change is through partnerships with platforms like LADbible Group.
“To help men speak up they need to hear the message from a range of different voices first, and hear the message told in different authentic ways. The partnership with LADbible Group is doing just that. It’s great to see the conversation the content is generating and enabling, with exactly who we want to reach.
“And most of all, the word Maaate is helping men start conversations with their mates, rather than end them.”