MAAATE HAVE A WORD CAMPAIGN

LADbible Group is the official media partner for Mayor of London’s ‘Maaate’ campaign, creating original content and amplifying across its platforms to its engaged youth audience.

Via LADnation and as part of the campaign, we’ve conducted research into our audience’s views and experiences of sexual harassment.

Summary: 

• 99% of our audience are aware there is currently an issue with sexual harassment and casual sexism. 
• 1/5 of our audience have heard of the MAATE / Have a Word Campaign. 
• Sig more have called out casual sexism that sexual harassment, but the two are both less than those who have witnessed it:  

• Previously, 1/3 of our audience claim to have called out a mate for sexual harassment and 9 in 10 claim they would feel comfortable calling out their mates. 

• In the past, 4/10 of our audience have called out a mate for casual sexism, and 8 in 10 claim they would feel comfortable to call out a mate for casual sexism. 

Overall Research: 

99% of our audience are aware that there is an issue with sexual harassment and casual sexism against women (100% of both men and women) significantly more women having seen it first-hand (88%) than men (47%). 

Sexual Harassment: 

Investigating sexual harassment, around half of our audience have been a victim of sexual harassment (48%), significantly more women being a victim (85%) than men (20%).  

 More than half have also witnessed sexual harassment (58%). 

Our audience are aware of the implications of what sexual harassment can make a woman feel, highlighting that it makes women feel scared, uncomfortable, degraded, unsafe, angry and vulnerable. 

With this in mind, 75% of our audience claim they are likely to take action against sexual harassment involving people they didn’t know, however significantly more women (12%) claimed they would not get involved than men (1%), likely as they feel unsafe. 

1/3 of our audience have previously called out a mate for sexual harassment (30%) – for men this is 25%.  

When asked if they would feel comfortable calling out their mates for sexual harassment, 9 in 10 of our audience claim they would feel comfortable calling out their mates (88%). 

When asked what might stop them from call out their friends, many said that nothing would stop them calling out their friend, some saying they wouldn’t be friends with someone who would. Whereas there were some mentions of not wanting a confrontation, feeling unsafe in doing so, fear of backlash, if alcohol is involved, if someone is the alpha of the group or not wanting someone to turn on them. 

Nearly 1/3 of our audience claim to have witnessed someone calling out a mate for sexual harassment (30%), with significantly more men (40%) claiming they’ve seen it than women (22%). 

Casual Sexism:

Nearly 1/2 of our audience have witnessed casual sexism (49%) in their lifetime, equally amongst both men and women. Around half of our audience have experienced casual sexism (49%), with significantly more women being a victim (82%) than men (17%).  

People are aware of the implications of it, as our audience said that casual sexism would make a woman feel angry, degraded, belittled, annoyed, frustrated, upset or embarrassed.  

60% of our audience feel they are likely to call out casual sexism involving someone they did not know. 

In the past, 4 in 10 of our audience have called out a mate for casual sexism (39%) – for men this is 35%.  

 83% of our audience claim they would feel comfortable to call out a mate for casual sexism, however significantly more men feel unsure if they would (15%) than women (5%). 

When asked what might stop them calling out their mate, many said nothing would stop them. Others said they don’t want the confrontation, violence, being told they are ‘unable to take a joke’, feeling unsafe, would need someone else to support them, if they said it was a joke and everyone laughed, or if the victim would then feel uncomfortable. 

39% of our audience have seen someone call out a mate for casual sexism.  

 [Source: LADbible Audience Insights, LADbible Tyla FB or IG Engagers via IG or LADnation; UK 18-34s, 17th – 29th May, 2213 participants] 

About LADnation 

LADnation is the consumer youth panel by the world’s leading social publisher LADbible Group. The panel already has over 55,000 participants with the number continuing to grow. LADnation is a GDPR compliant panel which connects response data with behavioural data for lookalike targeting.