Key information
Request reference number: MGLA240723-2424
Date of response:
Summary of request
Your request
- What was the total cost of the 'Say Maate' #haveaword advertising campaign?
- Specifically, what was the cost of hiring the large screen in Piccadilly Circus?
- Which budget did the payments come from?
- Who authorized this expenditure?
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 £8m.
Our campaign partners have also contributed additional value-in-kind, completely free of
charge, worth over £1.5m, 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 £117m since 2016, including £17.7m 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 to 34 who saw the ‘Maaate’ campaign said that they now felt more confident in calling out misogyny.
No money was paid to hire the Piccadilly Lights for the campaign. This was free media
space contributed by campaign partners.
GLA Central Marketing Budget and MOPAC funds were utilised for this campaign.
GLA expenditure is approved via Mayoral decision 2931 and 3152.
MOPAC will be publishing the relevant decision relating to their funding contribution on www.london.gov.uk in due course.
If you have any further questions relating to this matter, please contact us, quoting
reference MGLA240723-2424.