“MAAATE” was a campaign developed for the Mayor of London to empower men and boys to challenge misogynistic behaviour towards women and girls. Centered around a single, disarming word, the fully integrated campaign included out-of-home media, an interactive film with 270 possible narratives directed by Koby Adom, and partnerships with Romesh Ranganathan, LadBible, and influencers nationwide.

By repeating a simple, culturally familiar expression across multiple touchpoints, the campaign aimed to tackle sexist behaviour at its root — making it easier for men to step in and speak up.