Many campaigns had tried to reduce violence against women. But, unfortunately, most of them failed to show good results.
Aimed squarely at men, and with the help of behavioural science, this campaign didn't target the perpetrators (nobody identifies as one, even if they are). Instead, it spoke to their friends and asked them to intervene, giving them a simple action: "have a word with yourself. Then with your mates".
The results were impressive, and it became part of the curriculum in schools and was included in the educational material by the UN. Mr Sadiq Khan, The Mayor of London, later allocated an extra £18 million to the approach. The work won a Glass Lion in Cannes.
ECDs: Jules Chalkley and Charlie Coney (PR)
CDs: Nicola Wood and Andy Forrest