Mayor of London - Say Maate to a Mate
The campaign employs a straightforward and relatable approach, using a colloquial term "Maaate" to make the intervention against misogyny more approachable and part of everyday conversations among men.
The key highlight is empowering men and boys to use the phrase "Maaate" as a tool to address and prevent misogynistic behavior among their peers. It's a call to action to foster a culture of respect and equality.
Targeting - Men and boys, encouraging them to be active bystanders and challenge inappropriate behavior towards women. The aim is to create a positive peer culture that rejects misogyny.
TARGET AUDIENCE
About the
Campaign -
The campaign employs a straightforward and relatable approach, using a colloquial term "Maaate" to make the intervention against misogyny more approachable and part of everyday conversations among men.
Core Theme of the Campaign -
- Empowerment Message: Encouraging men to intervene and challenge misogyny.
- Phrase Utilization: Promoting the use of the term "Maaate" as a respectful intervention tool.
- Cultural Shift: Aiming for a cultural shift towards more respectful and equal interactions.
- Everyday Conversations: Making the campaign part of everyday discussions among men.
- Positive Peer Culture: Building a culture where peers actively reject misogynistic behavior.
- Preventive Approach: Focusing on preventing inappropriate behavior before it escalates.
- Community Involvement: Involving the community to collectively combat misogyny.
- Inclusivity: Encouraging men of all ages to be part of the positive change.