A new campaign from the Mayor of London, Sadiq Khan, aims to speak directly to men and boys about how they can intervene and act as male allies to tackle violence against women. The Mayor of London is seeking to stamp out sexism in the capital by calling on male residents.
#HaveAWord Campaign
The #HaveAWord campaign calls on men to “have a word” with themselves and their friends to challenge misogynistic behavior and comments.
Developed by Ogilvy UK on a pro bono basis with the mayor’s office, the hero film and accompanying messaging ask men not to be passive bystanders but to intervene when observing inappropriate attitudes and behaviors on the streets, at home or in the pub.
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This is conveyed through the example of a group of young men heading home after a night on the town when one begins to hassle a woman waiting for a cab. Focused on the man’s friend, the campaign highlights the moral responsibility we all have. That is to challenge harmful behavior by presenting an internal dialogue as a mirror conversation on the necessity to intervene and prevent the situation from escalating.
A voiceover concludes by saying: “Male violence against women and girls can start with words – but it doesn’t stop there. If you see it happening, have a word with yourself. Then your mates.”
Male violence against women and girls starts with words.
If you see it happening, have a word with yourself – then your mates. #HaveAWord pic.twitter.com/8PjeBdkFNZ
— Sadiq Khan (@SadiqKhan) March 14, 2022
The Mayor’s Statement
In a statement, the mayor shed light on the rising cases of violence against women and girls. He said: “I need to speak directly to men and boys about an issue of immense importance – a matter of life and death. That’s because in this country – and in our city – we currently face an epidemic of violence against women and girls, committed by men.”
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“That is why I am launching a new campaign. To tackle the toxic attitudes and inappropriate behaviors of some men. To help prevent violence against women and girls.” Further adding.
“Male violence against women and girls can start with words. If you see it happening, have a word with yourself, then your mates. It’s time we kick these rotten attitudes out of our city and society for good.”
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