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Entrant: Ogilvy UK, London
Brand: Mayor of London
Title: "Maaate"
Corporate Name of Client: Mayor of London
Client Company: Mayor of London, London
Client Company Senior Strategic Communications Manager: Charisma Ghorpade
Client Company Mayoral Director, Communciations: Sarah Brown
Client Company Head of Marketing Campaigns and Strategic Communications: Jared Shurin
Client Company Senior Campaign Lead: Sarah Byrne
Client Company Senior Advisor to the Mayor, Marketing: Puja Parmar
Media Company: Wavemaker, London
EssenceMediacom Client Lead: Alison Ratcliffe
Essence Mediacom Account Manager: Donna Evelyn
PR Company: Ogilvy UK, London
Agency: Ogilvy UK, London
Agency Chief Executive Officer: Fiona Gordon
Global Chief Creative Officer: Liz Taylor
Chief Creative Officer: Andre Laurentino
Agency Chief Executive Creative Director: Jules Chalkley
Agency Design Executive Creative Director: Dave Towers
Executive Creative Directors: Andy Forrest/Nicola Wood
Senior Copywriters: Ian Brassett/Dave Anderson
Senior Art Directors: Ian Brassett/Dave Anderson
Agency Designer: Dom Flaherty
Agency Executive Producer: Sally Miller
Agency Digital Producer: Vanda Santos
Agency Project Manager: Josh Thomas
Agency Managing Partner: Laura Le Roy
Agency Creative Strategic Officer: Charlie Coney
Agency Strategy Directors: Natalie Chester/Bianca Novaes
Agency Behavioural Science Creative Lead: Mike Hughes
Agency Behavioural Science Consultant: David Fanner
Agency PR&I Managing Director: Nicola Dodd
Agency PR&I Client Partner: Claire Haddrill
Agency PR&I Earned Media Director: Claire Spinola
Agency PR&I Business Director: Kaj Sahota
Agency PR&I Account Directors: Julia Sammons/Poppy Richards/Sonal Nayee
Agency PR&I Account Managers: Milly Peckham-Cooper/Meg Honigmann
Agency PR&I Account Executive: Benjamin Stahlberg
Production Company: Ridley Scott Associates, London
Director: Koby Adom
Executive Producer: Debbie Garvey
Producer: Becky Bishop
Post-Production Company: Gramercy Park Studios, London
Post-Producer: Robson Yeo
Editor: Joe Parsons
Assistant Editor: Matteo di Berardino
Colorist: Ben Rogers
Sound Engineer: Sam Cross

Description:
We wanted young men in London call out low-level misogyny before it leads to much worse. And found a word they could use to safely challenge their friends, without ruining the night or the friendship.

Finding a word wasn’t enough – we needed men to adopt it. So we targeted the channels, influencers and media they consume most. We seeded it in culture, got DJs talking about it, influencers arguing about it, and media writing about it. We deliberately targeted reactionary media, provocative journalists and outspoken columnists – creating a debate that fueled argument across national broadcast outlets, delivering an earned reach of over 3.5bn.

Behavioural science told us that we needed a simple and easy action to start a change in behaviour. This needed to be easy to remember and safe to use.

Our word, MAAATE, can flex according to the severity of the transgression – from spilling a pint to something far more serious.

Then we needed to embed Maaate into culture. To avoid looking like a Government initiative, we launched unbranded, seeding Maaate into culture through word of mouth and influencers.

We created an online interactive film featuring young men hanging out. As one character becomes more misogynistic, viewers could change the narrative by getting one of the characters to say ‘Maaate’. With over 270 possible story outcomes, it was a valuable tool to educate media and consumers.

Like many countries, the UK media landscape is both polarised and partisan, with many newspapers, journalists and broadcasters automatically negative towards anything the (Labour/leftwing) Mayor of London says. Whatever he does, they’ll hate it. We used this to our advantage. Having found our word, we seeded “maaate” 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.

We engaged influencers our audience of young men looked up to – using word of mouth to embed ‘maaate’ into the vernacular as a way to call out misogyny. We did it all unbranded – so men felt it was a message spearheaded and championed by men, not government. Then we owned up, and owned it – targeting the outlets, journalists and columnists we knew would react. From rightwing tabloids to shockjock presenters, our strategy was to stoke debate and discussion, and spread the campaign everywhere.