London mayor Khan runs out of mates with Ogilvy anti-sexism marketing campaign


Mayor of London Sadiq Khan isn’t the preferred in the intervening time – his ULEZ scheme to ban high-emitting older automobiles is broadly blamed for Labour failing to win the latest Uxbridge by-election, and his new anti-sexism ‘Say Maaate to a Mate’ marketing campaign from Ogilvy has the standard vary of pundits (most of whom you’ve by no means heard of earlier than) fulminating from totally different factors of the compass.

It’s interactive so that you’re supposed to affix in.

You can, after all, argue that the fuss is precisely what’s supposed: amplifying the influence though shopper and company would probably deny it.

As you’d anticipate, it’s been researched up hill and down dale. David Fanner from Ogilvy’s Behavioural Science Observe says: “We spent hours observing and interacting with males in male-dominated areas – from bars and barbershops to the barbell part of gyms – with a view to actually perceive the male psyche in relation to tackling misogyny and sexism. This diligence enabled us to uncover a totally new method to the battle towards misogyny.

“We discovered that males don’t wish to disgrace or ostracise their mates, they wish to name them out with respect and levity. This perception sits on the coronary heart of our ‘Say Maaate’ method which we’re assured will empower males to problem inappropriate behaviour in an efficient approach. An answer like this will solely be actually profitable when you have got the rigour behind it.”

Unsure if rigour is the fitting phrase however you get the purpose. Mayor Khan could also be an annoying so-and-so on events (Transport for London’s ‘See it, Say it, Kind it’ towards bombs on the Tube – sure, it thinks there are some – has made travelling in London much more of an ordeal.)

Ogilvy has made a fairly good fist of it. The noiseboxes on GB Information have been by no means going to love it (their job is to not like something, obs.)

MAA inventive scale: 6.


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