FOI - Have a Word campaign [Oct 2024]

Request:

1. What was the overall cost of the campaign?
2. Which organisation was commissioned to provide the campaign concept and material i.e PR or advertising agency?
3. What guidance was provided to this organisation with regard to: overall message desired from the campaign, diversity of casting in video and pictorial content. For example, what requests or provisions were made with regard to ensuring that BAME individuals were not depicted in antagonistic or stereotypical roles?
4. Can you please provide any communications (a project overview perhaps) from the organisation that created camping material (video or pictorial content) with regard to their intentions for ensuring that BAME individuals were not depicted in antagonistic or stereotypical roles?
5. Can you please provide any equality and diversity impact assessment carried out for the project?
    

Response:

1. The overall cost of the ‘Have A Word’ campaign to tackle male violence against women and girls can be viewed here: Have A Word (3) | London City Hall. 
   Results of the campaign show 85% of those who had heard of ‘Have of a Word’ said they would call out misogynistic behaviour when they see it. Between April and August, an increasing proportion of 18- to 34-year-old males said they would intervene with their friends when they witnessed unacceptable behaviour towards a woman. Their confidence also increased, both in one on one (31% to 49%) and in group scenarios (38% to 54%).
2. Ogilvy UK was the creative agency that partnered with the GLA to develop the campaign creative.
3. Aligned with the Mayor’s VAWG Strategy and sector insights, Ogilvy were asked to develop creative materials to help tackle the issue of male violence against women and girls. They used behavioural insights to focus the campaign on helping men to further understand the role they can play in challenging misogyny. Ogilvy UK were asked to represent London’s diversity and avoid playing into stereotypes in the campaign materials.
4. There are no communications from the organisation on this point.
5. The GLA ensures communications across the board are diverse and inclusive to reach and engage Londoners on issues which may affect them, or which they can help to tackle. This campaign was developed with a male audience in mind, using behavioural insights to encourage men to call out misogyny and help tackle VAWG. The campaign video and creative assets were tested and assessed with a broad range of stakeholders across the VAWG sector, communities, and young people, as well as diverse focus groups, including men and women.