The Mayor of London tasked us with shifting male attitudes and behaviours to make London safer for women.

Our campaign aimed to raise awareness of the issue's severity and urge men to confront their own misogynistic behaviours and challenge those of others.

Despite previous campaigns targeting women, our focus was on engaging men as part of the solution, avoiding alienation and fostering allyship.

The original thought of “don’t be a bystander, stand by her,” kickstarted our work with behavioural science, to tackle bystander culture and the "banter" that often precedes violence against women.

We promoted peer-to-peer interventions as a potent tool for cultural change.

Our campaign, encapsulated by the message "Have a word with yourself, then your mates," encouraged men to reflect on and address misogynistic behaviours.

Through a comprehensive campaign spanning social media, cinemas, and high-visibility public spaces, we confronted men with the realities of misogyny.

The campaign's success is reflected in 85% of men expressing a willingness to intervene against misogyny, marking a significant step towards transforming London into a safer city for women.