Maaate...

Phase two of the Mayor of London's Violence Against Women and Girls (VAWG) campaign launched this morning. Last year’s ‘Have a Word’ campaign influenced men to change their behaviour and call out misogyny. It was viewed more than 15 million times, and 85% of men who saw the campaign said they would call out misogyny if they witnessed it.

So today, the Mayor’s launched phase two, which provides men with a simple everyday intervention to adopt – ‘Say maaate to a mate’ when their behaviour towards women crosses the line. New research we’ve commissioned shows that though many men still don’t know how to call out misogyny when they see it. 

‘Say maaate to a mate’ is created based on insights from a behavioral science study commissioned by the Mayor and shows how this one word can prevent low-level misogyny in male groups of friends, without damaging relationships.     

This morning, the Mayor launched an interactive film that will help men test and understand when and how to intervene in instances of misogyny. Directed by Koby Adom (Top Boy), the film demonstrates multiple scenarios of casual misogyny that are too often left uninterrupted and gives viewers the opportunity to intervene. 

For more information, please visit the website - www.london.gov.uk/maaate