The One Show
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Category
Integrated / Omnichannel Campaign
Annual ID
OS24_DM088M
About the Work
Male violence against women often starts with words. If unchecked, these words can lead to much worse.
70% of young men want to call it out, but don't know how.
With 18-24 year-old men being the least likely to intervene. Unsure of what to say, they stay silent.
We needed to break the silence.
So, we armed men with one word. A word they could use as a powerful tool to help tackle misogyny…
MAAATE.
We seeded the word into culture by using the UK’s biggest stand-up comedian, Romesh Ranganathan, who performed a bespoke stand-up routine up and down the country.
Popular Influencers spread the word, alongside a nationwide poster campaign, and an interactive film with 270 possible outcomes.
This word got talked about. Igniting a national conversation about misogyny. With mainstream publications devoting countless pages and articles. Discussions on BBC Radio 1, BBC news, and national TV show’s generated an earned reach of over 1 billion.
12 million people were reached through our partnership with LADBible becoming the platforms top performing post ever.
Critically, we have turned the least likely group to intervene, 18–24-year-old men, into the most likely, with 85% saying they would now try and stop misogynistic behaviour witnessed amongst friends.
70% of young men want to call it out, but don't know how.
With 18-24 year-old men being the least likely to intervene. Unsure of what to say, they stay silent.
We needed to break the silence.
So, we armed men with one word. A word they could use as a powerful tool to help tackle misogyny…
MAAATE.
We seeded the word into culture by using the UK’s biggest stand-up comedian, Romesh Ranganathan, who performed a bespoke stand-up routine up and down the country.
Popular Influencers spread the word, alongside a nationwide poster campaign, and an interactive film with 270 possible outcomes.
This word got talked about. Igniting a national conversation about misogyny. With mainstream publications devoting countless pages and articles. Discussions on BBC Radio 1, BBC news, and national TV show’s generated an earned reach of over 1 billion.
12 million people were reached through our partnership with LADBible becoming the platforms top performing post ever.
Critically, we have turned the least likely group to intervene, 18–24-year-old men, into the most likely, with 85% saying they would now try and stop misogynistic behaviour witnessed amongst friends.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy UK / London
Media Agency
Wavemaker / London
PR / Marketing Agency
Ogilvy PR / London
Agency In-House Production Company
Hogarth Worldwide / London
Production Company
Ridley Scott Associates / London
Post Production Company
Gramercy Park Studios / London
Art Director
Dave Anderson
Ian Brassett
Chief Creative Officer
Andre Laurentino
Copywriter
Dave Anderson
Ian Brassett
Designer
Dom Flaherty
Director
Koby Adom
Editor
Joe Parsons
Executive Creative Director
Andy Forrest
Nicola Wood
Executive Producer
Debbie Garvey
Sally Miller
Global Chief Creative Officer
Liz Taylor
Strategy Director
Bianca Novaes
Natalie Chester
Chief Executive Creative Director
Jules Chalkley
Design Executive Creative Director
Dave Towers
Behavioural Science Consultant
David Fanner
Behavioural Science Creative Lead
Mike Hughes
Colourist
Ben Rogers
Creative Strategic Officer
Charlie Coney
Digital Project Lead
Vanda Santos
Editing Assistant
Matteo di Berardino
EssenceMediacom Account Manager
Donna Evelyn
EssenceMediacom Client Lead
Alison Ratcliffe
Head of Marketing Campaigns & Strategic Communications
Jared Shurin
Managing Partner
Laura Le Roy
Mayoral Director, Communications
Sarah Brown
Post Producer
Robson Yeo
PR&I Account Director
Julia Sammons
Poppy Richards
Sonal Nayee
PR&I Account Executive
Benjamin Stahlberg
PR&I Account Manager
Meg Honigmann
Milly Peckham-Cooper
PR&I Business Director
Kaj Sahota
PR&I Client Partner
Claire Haddrill
PR&I Earned Media Director
Claire Spinola
PR&I Managing Director
Nicola Dodd
Producer - Ridley Scott Associates
Becky Bishop
Project Manager
Josh Thomas
Senior Advisor to the Mayor, Marketing
Puja Parmar
Senior Campaign Lead
Sarah Byrne
Senior Creative
Dave Anderson
Ian Brassett
Senior Strategic Communications Manager
Charisma Ghorpade
Sound engineer
Sam Cross
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