The second phase for the multi-award winning ‘Have a Word’ campaign, tackling the issue of male violence against women in London by offering a simple but powerful intervention to help men confidently and respectfully step in to stop misogyny in its tracks.

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The challenge: 70% of men don’t know how to call out misogyny, opting for a silence that breeds a culture of acceptance.

The insight: Though motivated to call it out, they didn’t have the words to say - putting their mates before misogyny.

The solution: Break the silence, not the social bond by offering a simple but powerful intervention: MAAATE. 

The results: 2023’s most talked about campaign, resulting in 18-34-year-old men going from the least to the most likely to intervene.