As a father of two young women in London, this was deeply personal.
The campaign hit a raw nerve, confronting pervasive, hate-fuelled misogyny, with behavioural science at its core.
It ignited national debate across major UK media and quickly travelled beyond London — reaching New York’s Mayor, informing UK police training, and entering the national school curriculum.
Recognised globally, it won 4 D&AD Pencils, a Cannes Glass Lion, multiple Effies, three Grand Prix, and was ranked the #6 most effective campaign in the world by WARC.
