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Recently, a project that is very similar to the Drama for Change method came to my attention but in the public sector.
Toxic Culture
The Mayor of London, Sadiq Khan, is on a mission to address the concerning issue of violence against women and girls in the UK capital. Recognising that a significant part of the problem lies in toxic male behaviour towards women, the Mayor’s office launched the powerful “Have a Word” campaign in collaboration with Ogilvy UK, who provided their services pro bono.
The campaign takes a bold approach, encouraging men to step up and challenge misogynistic behaviour. It emphasises the importance of shifting from being passive bystanders to becoming allies for women’s safety. The strategy leverages behavioural science insights, which indicate that peer pressure can be a powerful tool in driving positive change. This, of course, is also core to the Drama for Change rationale.
With the motto “Have a word with yourself, then your mates,” the campaign delivers a simple yet impactful call to action. The idea is to make men uncomfortable witnessing inappropriate behaviour towards women and break their inertia. By urging them to question their inaction and consider whether they should tolerate toxic conduct, the campaign aims to empower men to intervene and stand up against such behaviour.
The Campaign
Like Drama for Change, the “Have a Word” campaign employs a multi-channel approach, including posters, social media, and a powerful film. The film, directed by Molly Burdett, showcases a young woman facing harassment from a passerby, who his friend eventually confronts. It highlights the potential for positive change when men step in and challenge such behaviour.
The campaign results have been remarkable, with over 3.1 billion earned impressions and 307 million earned reach. Even more encouraging is that 65% of social commentary came from men, with 77% expressing positive sentiment. The film got more than 5.5 million views on the Mayor’s Instagram page alone, and it gained international attention, spreading to various countries, organisations, and influential figures.
Schools have incorporated the film into their curriculum, demonstrating that the campaign has sparked genuine social change and catalysed important conversations about violence against women and girls. The reach and impact extend beyond the UK, with France, Italy, Sweden, Australia, Singapore, and Brazil embracing the message of “Have a Word.”
This campaign has made significant strides in tackling an urgent societal issue. By focusing on the power of dialogue and peer pressure, the Mayor’s office and Ogilvy UK have fostered an environment where men are inspired to be proactive allies for women’s safety. Together, they challenge toxic attitudes and strive to create a safer and more respectful city for everyone.
Can This Work for You?
Drama for Change was developed independently of this example by someone with a lifetime of experience of making drama for behavioural change in large organisations. It was clear that drama can be most powerful when we use it to allow people to imagine themselves in challenging situations and mentally rehearse how they might behave there. This automatically stimulates discussion about the topic, but by delivering the drama in the context of a wider campaign, further conversation and, more importantly, action, can be stimulated.
Campaigns like “Have a Word” aren’t only for public messages; they can work even more effectively within large organisations by virtue of the fact that the message feels more particular to the audience.
Have a Word
The ‘Have a Word’ campaign won the Grand Prix award at the DMA Awards 2022. It’s since had a boost with the Maaaaate campaign. Let’s all join in supporting the “Have a Word” campaign and be part of the positive change it brings to London and beyond.
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