Key information
Request reference number: MGLA240723-2470
Date of response:
Summary of request
Your request
- Can you please provide the total cost for the new Maaate campaign including all consultation?
- Can you please provide a list of call stakeholders consulted for this project, that is campaign groups or expert consultancies?
- Can you please provide the equalities impact report for this campaign?
- Can you please provide details of any stipulations made to the companies approached to create this campaign with regard to representation: that is, how minorities are depicted?
- Can you please provide any requests made by the Mayor himself for the content of the 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.
We consulted experts and organisations from the violence against women and girls sector for input and review of all campaign material and considerations. Stakeholders included behavioural research and sector experts; a list as follows:
- Solace Women's Aid
- Suzy Lampugh Trust • Survivors UK
- Safer London • Victim Support
- Respond
- Advance
- Cranstoun
- Ashiana
- Women's Resource Centre
- The NHS
- Nia Ending Violence
- Women and Girls Network
- Imkaan, Beyond the Streets
- End Violence Against Women
- Asian Women's Resource Centre
- Southall Black Sisters
- Latin American Women's Aid
- Rape Crisis South London
- Women's Trust
- Amourdestine
- Refuge
- Ashiana
- Ava Project
- Stay Safe East
- Bel Eve UK
- Ellas
Additionally, we consulted experts from the following local authorities: Havering, Richmond and Wandsworth, Lambeth, Ealing, Redbridge, Bexley, Lewisham, Bromley, and Hackney. We further consulted with representatives from the Children and Woman Abuse Studies Unit at London Metropolitan University. As part of the research, we also conducted testing with diverse male and female groups of young people and communities to ensure the intervention and the communications were effective.
There were no direct requests to the companies that developed the campaign for how minorities were depicted, other than to ensure London's diversity is naturally reflected, and all casting was based on performance. No content requests were made by the Mayor for the campaign