The ‘say maaate’ anti-sexism campaign: a case of right target, wrong action?
Mayor of London initiative aiming to tackle sexism in public has been criticised for being ‘patronising’
The Mayor of London’s new campaign to tackle misogyny has been widely derided as a PR stunt that will do nothing to address the serious dangers faced by women in the capital.
A follow-up to Sadiq Khan’s #HaveAWord campaign, aimed at tackling “problematic behaviour” among men, the “Say maaate to a mate” initiative aims to stamp out sexism in public spaces by encouraging men to call out their male friends if they use misogynistic language or if they see them harassing or intimidating women.
‘Simple and effective intervention’
“Now we’re giving them the word to say,” Khan said. “‘Maaate’ is a simple and effective intervention that can help stop problematic language and behaviour”.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Research conducted by Ogilvy, the PR firm behind the campaign, found that two in three men want to step in when hearing sexist language but do not know what to say, and that this was a barrier to them taking action. It also found one in four men in London aged 19 to 34 regret not calling out a friend or family member for being misogynistic.
By using “expert behavioural science research”, a City Hall spokesperson said “the mayor is determined to help break the cycle of violence, condemnation and inaction.”
“I welcome it”, wrote Nimco Ali in the The Evening Standard. The government’s independent adviser on tackling violence against women and girls until last year, Ali said the “evidence-led” campaign “should not be knocked”.
“Encouraging men to call out their friends is something we need to do. I know there are countless spaces that are for men and boys only. If, in those spaces, there are now conversations about acceptable behaviour towards women and girls, that is a step forward,” she argued.
‘The real problem is way bigger’
But speaking to The Times, Joan Smith, the author of “Misogynies”, who sat on the mayor’s board on violence against women and girls, described the campaign as “patronising, totally inadequate and a waste of public money”. Karen Whybro, a women’s safety consultant, said research had shown that getting messaging about misogyny wrong could have “significant negative consequences” and similar campaigns had failed to achieve any change.
While the advertising blitz has got “short shrift from some old-style feminists” said Melanie McDonagh in The Evening Standard, the “obvious riposte to the campaign is that the real problem for women in London is way bigger”.
It “curiously forgoes any understanding of the context in which women face the most serious instances of violence” agreed UnHerd, citing the fact that 52% of women killed in the UK in 2020 died at the hands of a current or former partner. “Then there is the institutional failure to make women feel safe on the streets of London” said the news site, with an average of 653 days between reporting an assault and the trial end in London.
For McDonagh, the main problem is that the campaign is based around sexist language.
“We risk making normal human exchange quasi-criminal,” she said. “Who’s the judge of whether a remark is off-colour? The object of it, of course. Yet what one woman shrugs off, another might get terrifically worked up about. A rape threat is one thing, a builder telling you to ‘cheer up, love; it might never happen’, is another. But the chilling effect of the crackdown on sexist talk risks killing off any exchanges at all.”
Create an account with the same email registered to your subscription to unlock access.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
-
'New arrivals are more than paying for themselves'
Instant Opinion Opinion, comment and editorials of the day
By Harold Maass, The Week US Published
-
6 stylish homes in Portland, Oregon
Feature Featuring a wall of windows in Collins View and a historic ballroom in Portland Heights
By The Week US Published
-
What's next for US interest rates?
The Explainer Stubborn inflation forestalls anticipated rate cuts
By Becca Stanek, The Week US Published
-
Baby Reindeer: will armchair detectives spell the end for 'true story' dramas?
Talking Point Richard Gadd's Netflix hit renews focus on 'slippery ethics around true crime' as fans become internet sleuths
By Adrienne Wyper, The Week UK Published
-
Pundits are mixed on the real possibility of Alex Garland's 'Civil War'
Talking Point Some say the film's events aren't that far from reality, but others are less convinced
By Justin Klawans, The Week US Published
-
'Are We Dating the Same Guy?': do Facebook groups harm or help?
Talking Point Women share their relationship experiences to try to stay safe on dating apps but critics highlight legal and emotional issues
By Harriet Marsden, The Week UK Published
-
'Not cross buns': the row over recipe revamps
Talking Point New versions of the Easter favourite have sparked controversy but sales are soaring
By Adrienne Wyper, The Week UK Published
-
The art world and motherhood: the end of a final taboo?
Talking Point Hettie Judah's new touring exhibition offers a 'riveting riposte' to old cliches
By Chas Newkey-Burden, The Week UK Published
-
Indie film's 'very brief' use of AI sparks backlash and calls for boycotts
Talking Points Did the creators of a new horror movie make a deal with the artificial intelligence devil?
By Rafi Schwartz, The Week US Published
-
Are plug-in hybrids better for America's climate goals?
Talking Points The car industry considers a 'slower, but more plausible path' to reducing emissions
By Joel Mathis, The Week US Published
-
Richard, My Richard: Philippa Gregory's 'nuanced portrait' of Richard III is heavy on the history
Talking Point Women are centre stage but play has 'something of a structural problem'
By Adrienne Wyper, The Week UK Published