Objectives
The Mayor of London commissioned research, in partnership with advertising, marketing, and public relations agency Ogilvy, to highlight how many young males witness misogynistic behaviour but do not call it out because they do not know how to.
Approach and methodology
Censuswide surveyed 1,000 men aged 18-34 in London via a quantitative survey. We asked respondents 7 questions, then had them watch a 7-minute interactive film and answer a further 10 questions based on what they had seen.
By focusing on men’s engagement with other men in relation to violence and misogyny against women, the survey questionnaire was designed to gather perspective on men’s experiences and opinions to create compelling content to support billboards, press releases, visual content, and earn media coverage.
This research was designed to support Sadiq Khan, the Mayor of London’s, Have A Word campaign launched in 2022. The campaign called on men to reflect on their interactions with women and speak out against misogyny from other men when encountered.
Outcomes
The research supported a large advertisement on the billboards in London’s Piccadilly Circus to catch public attention. A Tweet from the Mayor of London, Sadiq Khan, also showcased the campaign visuals.
Data from the campaign received coverage in a number of major publications. For example, TimeOut published an article using both the research data and images of the Piccadilly Circus billboards, whilst the campaign also received a mention on the BBC London evening news. Other coverage was gained through the Mayor of London’s press release as well as trade publication PR Week’s UK round up of campaign launches in July 2023.
The campaign included engagement with famous faces, including British comedian, presenter, and actor Romesh Ranganathan, who spoke to Sadiq Khan for a YouTube video.
