London Mayor’s “Say Maaate to a Mate” campaign got mixed results. The campaign aimed at addressing misogyny encourages men to call out other men when they say something derogatory about women—with a simple “maaate.” The agency behind the campaign, Oglivy UK, wanted to target bystanders rather than perpetrators in this campaign, which many rebutted does not solve the issue at large. Strategy Director Natalie Chester says it’s not meant to solve the issue all at once, but simply give bystanders a low-risk way to diffuse sexist rhetoric in casual settings. YPulse data shows gender equality / sexism and sexual harassment / abuse are two of the top causes young Europeans care about. (AdWeek)
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