West Yorkshire Combined Authority - Male Behaviour Change
Client
West Yorkshire Combined Authority
Industry
Regional Govenment
Services
Results
1,146,563
impressions served throughout the campaign
561,352
digital audio impressions delivered
The campaign, #JustDont, was prompted by figures from ONS 2022 that 1 in 5 reported violence against women and girls crimes happen in a public place in West Yorkshire.
Changing behaviours of men and boys by applying peer pressure was the aim of a groundbreaking campaign by the West Yorkshire Mayor that went viral when launched.
A video of young people aged between 14-21 walking through areas in West Yorkshire while taking part in unacceptable yet subtle behaviours was the main focus of the campaign. The target behaviours in the video included those that may cross into a criminal threshold such as harassment, abusive or misogynistic and predatory language and those that may make someone feel unsafe such as staring, or walking closely behind someone.
Getting men and boys to address their own behaviour and to challenge that of their peers in a way that would bring about behaviour change. This was a flagship initiative from the Mayor of West Yorkshire that sits within her Safety of Women and Girls agenda.
Titled #JustDont, The Ark Media were asked to advertise the Male Behaviour Change initiative across the region to start conversations between male peers aged between 14-21 around what is and isn’t appropriate behaviour.
Digital gym screens delivered a total 120,000 impressions over a two-week period
West Yorkshire is home to over 1.2 million women and girls and as the first female Metro Mayor, their safety is at the heart of Tracy Brabin's social agenda.
Figures show that 86% of young women in the UK have experienced sexual harassment in public. (APPG for UN Women, 2021)
Women experience higher rates of domestic and sexual violence victimisation and are much more likely to be coerced and experience fear, than men. (Haslop, 2021).
Objectives
The campaign’s primary objectives were to:
- Raise awareness of the #JustDont Male Behaviour Change campaign and the accompanying video, which can be found at the bottom of this page
- Reach the target audience of young men and boys aged between 14 and 21 across West Yorkshire
- Challenge normalised male behaviour and generate male allies to social change
Street Hubs in Leeds City Centre delivered 465,216 impressions and provided interactivity with a QR code to direct pedestrians to the campaign video
A 3 week Spotify campaign achieved 140,154 impressions to a young male audience. To listen to the audio advert please click the video below.
Strategy and Execution
Using all of our knowledge, experience and TGI data, we created an integrated media campaign to engage and target men and boys aged 14-21 in the West Yorkshire area.
Working alongside the West Yorkshire Combined Authority's inhouse marketing team, we carefully selected media types that would be the most effective in reaching the campaign's target audience.
Digital, non-traditional media is the most effective in reaching the target audience due to the ability to overlay age and gender targeting. It also enables a shorter customer journey in terms of click through to view the campaign video.
The strategy included:
- Digital Out-of-Home advertising including Leeds city centre street hubs and gym screens across West Yorkshire
- A three week digital audio campaign on DAX and Spotify, to enable specific demographic targeting and provide direct access to the campaign website and video
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