London's anti-misogyny campaign sparks debate

A billboard from the London 'Say Maaate to a mate' campaign
(Image credit: Ogilvy / Mayor of London)

Campaigns that seek to change behaviours can be difficult to get right and can easily spark a backlash, as London is discovering. City authorities launched a campaign that aims to encourage men to call out casual misogyny among friends, but it's dividing opinion.

Billboards and videos use colloquial language to try to strike a chord with the target audience. However, some say the casual approach is too flippant, downplaying the seriousness of the issue. The agency behind the campaign has explained its approach (see our pick of the best billboard advertising for more inspiration).

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.