LADbible Group, which reaches two-thirds of under 34-year-olds in the UK, has partnered with the Mayor of London and Ogilvy UK to amplify the Say Maaate to a Mate campaign. The major new campaign looks to empower young men and boys to challenge their friends if they have made a sexist comment by calling out with the phrase ‘Maaate’, to help drive a culture change in sexism and misogyny in society. Ogilvy UK and The Mayor of London have teamed up with LADbible Group to take the message into the social sphere and capture a new audience in an authentic way.
As part of the campaign, LADbible utilised its youth consumer research panel LADnation, with access to over 55,000 people to commission research into sexist and misogynistic language and how it impacts younger people. The research found that 82 per cent of women have experienced casual sexism, in comparison to 17 per cent of men. When it comes to calling out casual sexism, a third of young people say they have called out their friends for making sexist comments.
LADbible Group is activating the campaign across social, editorial and display through a mix of original content formats through its brands LADbible, SPORTbible and Tyla. The content strategy focused on bringing this core campaign message to the LADbible audience through its well-known formats that resonate with young men.
The campaign was first activated with educational assets to share the key stats that sit within the core of the campaign. LADbible Group also partnered with popular creators Luke Vernon and Kamilla Rose to head to the streets to spread the message and engage the general public through trending formats. Alongside this, a bespoke online hub has been created on LADbible.com, to share advice and suggestions on the subject. As part of the partnership Sadiq Khan will also be featuring in a new flagship original format for the Group, Honesty Box, where he will face questions from the LADbible audience on questions including women’s safety. The episode was launched on 8th August on LADbible TV, which recently hit one billion views.
Featured image: Say Maaate to a Mate campaign / LADbible
