AGENCY
Bianca Novaes, Strategy Director
Andre Laurentino, Chief Creative Officer
Tara Austin, Consulting Partner Behavioral Science Practice
Jules Chalkley, Chief Executive Creative Director
Charlie Coney, Executive Creative & Strategy
Andy Forrest, Creative Director
Nicola Wood, Creative Director
Luke Ridgway, Executive Design Director
Fola Odumosu, Client Partner PR
Mike Hughes, Behavioural Science
Eleanor Hardcastle, Producer
Eva McApine, Production Assistant
Heather Hart, Senior Print Producer
Andrew Lopez, Strategy
Christina Bell, Team Producer
Hogarth Worldwide Ltd
Spindle Productions
Molly Burdett, Director
Adric Watson, DOP
Lou Gagen, Executive Producer
Rachel Bashford, Line Producer
Tim Swaby, Editor
SUMMARY
This campaign set out to address an age-old problem: male violence against women and girls. Our challenge was to hold men accountable and part of the solution. We used behavioural science to identify the most effective way to change men’s behaviours. Recognised that by stopping the bystander culture, using peer-to-peer pressure, we could tackle low level misogyny - a first step to prevent extreme violence. We challenged men to ‘Have a word with yourself, then your mates’. After the campaign, 85% of men said they would now call out misogyny.
