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.

2023 One Show - Public Relations

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Agency Ogilvy UK / London

Client Mayor of London


Traditional Media Relations

Annual ID


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




Ogilvy UK / London

Production Company

Spindle Productions / London

Chief Creative Officer

Andre Laurentino

Creative Director

Andy Forrest
Nicola Wood


Molly Burdett

Director of Photography

Adric Watson


Tim Swaby

Executive Producer

Lou Gagen

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


Simon Bourne

Executive Creative & Strategy

Charlie Coney

Executive Creative Director of Design

Luke Ridgway


Rachel Bashford

Senior Film Producer

Sally Miller


Heather Hart

Sound Design Producer

Robson Yeo

Sound engineer

Toby Griffin

Stills Photographer

James O’Jenkins


Andrew Lopez
Bianca Novaes

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