The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Traditional Media Relations
Annual ID
OS23_PR033M
About the Work
We created a campaign for the Mayor of London to tackle the rising epidemic of male violence towards women and girls.
Misogynistic behaviour is often a precursor to violence, yet men remain passive bystanders when witnessing it. This must change. Behavioural science insights showed that peer pressure would be the most effective way to change men’s behaviour. It was important not to alienate men, but to make them feel like allies.
It was also important that we reached men wherever they were. Our raw integrated campaign talked to them at football matches, in cinemas, in bathrooms at London’s major football and rugby clubs, in huge out of home sites such as Piccadilly Circus. We printed our message in match day programs and worked with influencers to share the message and stimulate conversation on social media. A photo call with the Mayor of London and other sports stars was used to drive media coverage, and we placed interviews with the mayor and high-profile male ambassadors across broadcast and print media.
Men had nowhere to hide and we compelled them to act, using peer to peer pressure, to step in and stop toxic male behaviour towards women whenever they see it happening.
It worked. 65% of social commentary was by men. Influencers shared it with their millions of followers, schools have incorporated our film into their curriculum and the UN is including it in education materials being rolled to millions of men. It also unlocked a further £18 million in funding to help create a legacy for generations of women to come, by educating and changing the behaviour of the men and boys of today.
2023 Awards
Total Points: 3
Merit
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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