A campaign that takes a stand against misogynistic behavior was named the Grand Winner of 2024 Advertising Research Foundation David Ogilvy Awards, which were presented Thursday evening in New York. 

The campaign, called, “Say Maaate To A Mate,” was created by Ogilvy UK for the Mayor Of London.  

The effort was designed to empower men and boys to challenge friends engaging in misogynistic behavior against women and girls.  

The fully integrated campaign combines creativity and behavioral science and collaborations with comedians, social media influencers, and activists, and comes to life in posters, billboards, GIFs, and partnerships. (More from the campaign can be found here.)  An interactive film includes 270 possible narratives, depending on when you choose to say "Maaate" to your mates. 

The campaign, which was created in collaboration with research partners including Instapanel, was also the Gold winner in the Government, Public Service & Non-Profit and Social Responsibility categories.  

More about this year’s ARF Ogilvy award winners can be found here.