Phase One: Tackling Misogyny through Bystander Intervention

The ad campaign aimed to tackle violence against women and challenge sexist behavior by targeting the friends of perpetrators and encouraging them to step in. By focusing on the bystanders, the campaign aimed to change the contextual environment in which misogynistic behavior occurs. This approach was based on the Convit behavioral change model and aimed to address the fact that previous campaigns targeting perpetrators or women themselves had not been effective. The campaign achieved a 300 million reach and was shared by major organizations, including being incorporated into the UN school curriculum.