London Mayor Encourages Men To Say ‘Maaate’ To Call Out Everyday Misogyny
London Mayor Sadiq Khan has launched a new campaign aimed at challenging casual sexism and misogyny in society by encouraging men and boys to take a stand against inappropriate behavior. The campaign, titled Say Maate To A Mate, urges individuals to use the word “maaate” to confidently intervene when they witness language or actions that cross the line.
As part of his strategy to tackle violence against women and girls (VAWG), Khan emphasizes the importance of men and boys playing an active role in changing the way they perceive, treat, and talk about women. The initiative hopes to empower individuals to be champions of change and to speak up when they encounter sexist attitudes and behaviors.
This effort stems from a recent study commissioned by the mayor, which shed light on the barriers preventing men from stepping in when they witness misogynistic behaviors.
The research revealed that while two in three men want to intervene, they often struggle with knowing what to say in such situations. Additionally, one in four men aged 19 to 34 express regret for not calling out a friend or family member on such language or actions.
We need to get better at recognising that misogyny is not banter.
— Mayor of London, Sadiq Khan (@MayorofLondon) July 23, 2023
It’s not up to women and girls to teach us, it’s up to us as men.
If your friends go too far, let them know. pic.twitter.com/Dc0swhQo5L
To address these challenges, the mayor has collaborated with world-leading behavioral scientists to develop a simple yet effective intervention using the word “maaate.” By incorporating this small and often-used word into everyday conversations, men and boys can challenge inappropriate behaviors from a place of respect for their friendships.
To demonstrate the importance of confronting misogyny and sexism in everyday settings, Khan recently joined comedian Romesh Ranganathan, social media activist Max Selwood, and anti-VAWG campaigners at a café in Central London. The gathering highlighted the significance of having these essential conversations that can make a positive impact on society.
In addition, Say Maate To A Mate will publicize its campaign through an interactive short film that will serve as a tool to help men determine when and how to call out sexist language.
Video via Mayor of London
The immersive shot depicts a conversation between a group of young men and allows viewers to intervene by clicking “maaate” when they believe the language crosses the line. Results from the study show that after watching the film, more than two-thirds of men felt more confident about addressing similar misogynistic situations.
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“My new campaign recognizes that male violence against women and girls often starts with words. That’s why I’m determined to ensure that men and boys feel empowered to call out their mates when their behavior crosses the line,” Khan said.
“It is only by ensuring that women and girls are both protected and respected that we can continue to build a better, safer London for everyone.”
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[via LBB Online and The Drum, cover image via Mayor of London]
This article was crafted with assistance from an AI engine, and has been reviewed, edited, and fact-checked.
