The One Show
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Category
Casting
Annual ID
OS23_MI026S
About the Work
Male violence against women and girls is an epidemic in the UK. A woman dies at the hands of a man every three days and 97% have been sexually harassed. For too long women have had to adapt their behaviour. But it’s not them who need to change: it’s men. Particularly the ones who stand by and let misogynistic behaviour go unchallenged. ‘Have a word with yourself, then your mates’ is a simple but powerful behavioural science insight that gives men a practical and easily achievable role in solving the problem. It was important not to alienate men, but for them to feel like they were allies.
The film was shot in one day. On a budget of £10k, and with a very fast turnaround for release in order to support the wider campaign. We deliberately picked a female director with previous experience of harassment and because we wanted to make the film feel as authentic as possible, we worked with her to find cast who had also been affected. Not just the female cast, but the male cast as well. It was very important to the director that the film resonated with as many people as possible. She drew on her own personal experiences, and that of the cast and the many women she spoke to about the misogyny and harassment they had either been subjected to in the case of women, or witnessed, in the case of men. She used this to inform everything from the dialogue (which she and the cast all helped craft), to the location, sound effects, camera technique and lighting, resulting in a provocative film that has resonated with many people.
2023 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Ogilvy UK / London
Production Company
Spindle Productions / London
Art Director
Andy Forrest
Nicola Wood
Copywriter
Andy Forrest
Nicola Wood
Chief Creative Officer
Andre Laurentino
Creative Director
Andy Forrest
Nicola Wood
Director
Molly Burdett
Director of Photography
Adric Watson
Editor
Tim Swaby
Executive Producer
Lou Gagen
Producer
Chris Anthony
Eleanor Hardcastle
Agency Producer
Christina Bell
Account Director PR
Gemma Ginsberg
assistant producer
Eva McAlpine
Behavioural Science
Tara Austin
Chief Executive Creative Director
Jules Chalkley
Client Partner PR
Fola Odumosu
colorist
Simon Bourne
Executive Creative & Strategy
Charlie Coney
Executive Creative Director of Design
Luke Ridgway
LINE PRODUCER
Rachel Bashford
Senior Film Producer
Sally Miller
SENIOR PRODUCER
Heather Hart
Sound Design Producer
Robson Yeo
Sound engineer
Toby Griffin
Stills Photographer
James O’Jenkins
Strategy
Andrew Lopez
Bianca Novaes
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