Key information
Request reference number: MGLA240723-2519
Date of response:
Summary of request
Your request
This is an information request relating to the Maaate campaign Please include the following information:
- What is the total budget for the campaign?
- How much of the budget has been spent so far?
- What is the breakdown of spending based on platform. Please provide a breakdown of spending per social media platform
- Were any external consultancies employed as part of the campaign? If so which consultancies and what were their fees?
Our response
The total budget for the 'Maaate' campaign is £290,000. The cost of the campaign so far 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 budget was £8 million: Home Secretary launches £3million publicity campaign to curb violence against women (telegraph.co.uk)
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.
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.
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.
The breakdown of existing and future projected costs per social media platform is as follows:
- Meta - £10,000
- Reddit - £10,000
- Snapchat - £20,000
- TikTok - £35,000