Multi-award winning campaign to tackle the issue of male violence against women and girls in London by turning bystanders into women’s allies - a campaign that transcended traditional advertising and have seen unprecedented levels of action and change, ending up everywhere from the UN to national school education packs.
 

The challenge: To tackle the issue of male violence against women in London by holding men accountable and part of the solution.

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The insight: Misogynistic ‘banter’ creates the conditions for violence against women to take place, yet men remained passive bystanders when witnessing it.

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The solution: By stopping the bystander culture, using peer-to-peer pressure, we could tackle low-level misogyny. A first step to prevent extreme violence. ‘Have a word with yourself, then your mates’ challenged men to break their bystander inertia, then call out their mates.

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The results: ‘Have a Word’ not only sparked a global conversation about male violence against women in London, reaching 3.1billion earned impressions and 307million earned reach, but it drove concrete social change. 85% of men who saw the campaign said they would now call out misogyny when they see it. Schools in London incorporated the campaign into their curriculum. The United Nations included it in their training materials. And the campaign has successfully influenced a new law to make street harassment a crime in England and Wales.