FOI - Cost of 'Maaate' campaign [Aug 2023]

Your request 

Can you give me a figure to date for the costs of the 'maaate' campaign?

Our response

The total cost of 'Maaate' campaign is £219,143.34. This includes a behavioural study and underpinning research, the production of physical and digital posters, the creation and adaptation of social media assets, the development of an interactive, educational video, and all paid advertising spend to date. By comparison, the Home Office's equivalent campaign cost a projected £8 million (https://www.telegraph.co.uk/news/2022/03/01/home-secretary-launches-3mi…).

Our campaign partners have also contributed additional value-in-kind, completely free of charge, worth over £1.5 million, which includes free media space, content creation, and the voices of people with large reach into our target audiences.

The ‘Maaate’ campaign is only one of the many ways the Mayor of London is tackling violence against women and girls. Separate to this campaign, the Mayor has overseen a record investment of over £117million since 2016, including £17.7million for support services. His strategy places an emphasis on partnership working, prevention, and education across a wide range of services, as well as helping to make venues, transport and public spaces in the capital safer for women at night.

Last year, the Mayor launched the ‘Have a Word’ campaign, which plays a small part in the overall strategy by recognising that violence against women and girls often starts with words before it leads to violence and abuse. Research showed that 85 per cent of men who saw the campaign said they wanted to intervene when their peers’ language went too far but more than half of men interviewed also said they didn’t know how. ‘Maaate’ is the second phase of the ‘Have a Word’ campaign, speaking to young men and giving them a safe method of intervening. 61 per cent of men aged 18 – 34 who saw the ‘Maaate’ campaign said that they now felt more confident in calling out misogyny