The set has been viewed by 2.5million people online and had massive engagement. To support the Mayor’s campaign, comedian Romesh Ranganathan performed a comedy set last month at the Soho comedy club to introduce the ‘Maaate’ intervention to the public. The launch comes as new research commissioned by Ogilvy PR revealed the shocking prevalence of misogyny in society and a lack of awareness around how to tackle it. 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.” Nicola Wood and Andy Forrest, executive creative director, Ogilvy UK A game if you will, that demonstrates the power of one word to stop low level misogyny in its tracks. “I hate to call it a film because it’s more than that. The film is being promoted through PR, a Lad-Bible partnership & content, Influencer outreach, as well as a paid social campaign plan on Reddit, TikTok and Snapchat. Its immersive design provides viewers with the opportunity to intervene – by clicking ‘Maaate’. The interactive short depicts a conversation between a group of twenty-something year old men and adopts the style of a ‘choose-your-own ending’ game. The interactive film is a tool for men and boys to help determine when, where and how to call out inappropriate language. Informed by a ground-breaking, in-depth behavioural science study conducted by Ogilvy Consulting, the campaign helps men and boys confidently step in when they witness misogyny. By focusing on a simple expression of a single word in different media, our aim is to create something that allows sexist behaviour to be addressed at its root cause.” Our second campaign #Maaate, embeds behavioural science at the heart of a unique and multidisciplined creative platform to give young men the tools to understand when they see misogyny, and enable them to stop it safely. Jules Chalkley, chief executive creative director, Ogilvy UK, “Our first Mayor of London project, #HaveAWord, set out Sadiq’s long-term ambition to eradicate violence against women in London. Advertising, Behavioural Science, Social, PR and Influence all worked together to create a broadcast film, flyposters, billboards, social assets, partnerships, media coverage and influencer engagement to deliver impact on a grand scale. Many of Ogilvy UK’s businesses again rallied to the cause. The campaign was created by senior creatives Dave Anderson and Ian Brassett, and ECD’s Nicola Wood and Andy Forrest. One word innovatively seeded into popular culture using fly posters, billboards, a Romesh comedy set, a GIF, a partnership with LadBible and Influencers - all leading towards a seamless interactive film with 270 possible narratives, shot by Koby Adom, in collaboration with Vimeo. This year The Mayor of London suggests what that word could be: Maaate. Last year the Mayor of London encouraged men to ‘have a word’ when they witnessed misogyny among their friends in Ogilvy UK’s celebrated marketing campaign. ‘Say Maaate to a mate’ is a fully integrated campaign combining creativity and behavioural science, and collaborations with comedian Romesh Ranganathan, social media activist Max Selwood and Top Boy and Noughts + Crosses director Koby Adom. Today the Mayor of London, Sadiq Khan, and Ogilvy UK unveiled a bold new campaign to empower men and boys to say ‘Maaate’ to their mates, to challenge misogynistic male behaviour against women and girls nationwide.
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