Silver
Integration
Public Service/Charity/NGO
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:
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.