The Mayor of London, Sadiq Khan, unveiled a bold new campaign to address sexist attitudes and inappropriate male behaviour that has led to the epidemic of misogyny and male violence … read moreagainst women and girls in nationwide. The 'Have a word with yourself, then your mates' fully integrated campaign was conceived by Ogilvy UK as a pro bono partnership with the Mayor of London. It launches today with a hero film, which puts the onus on men challenging them to stop being a bystander and take action when they see misogynistic behaviour and harassment. Working with the behavioural science team and planners from both the PR and advertising business, Ogilvy UK’s approach gets men to think about their own behaviour – and how they’d challenge the behaviour of their friends. By addressing bystander behaviour, the Ogilvy campaign gives every man an active role in tackling this problem. The film, directed by Molly Burdett, features a group of young men on the streets after a night out. One of the men thinks it’s funny to hassle a woman he sees waiting for a cab on her own. His behaviour becomes increasingly threatening, highlighting how easily misogynistic behaviour escalates to more violent acts. His friend, standing by watching, is confronted with his subconscious self, via a mirror conversation, who challenges his harmful behaviour and encourages him to speak out and stop his friend going any further. The aim of the film is to get men to “‘Have a word with yourself, then your mates” and help root out sexism and misogyny from society.
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