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Water Cooler Creative Ad of the Day Marketing

M&C Saatchi launches ‘Good Guys Guide’ to help women feel safer on the streets


By John Glenday, Reporter

March 19, 2021 | 3 min read

You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative that should be on your radar. Today, we’re looking at the ‘Good Guys Guide’ from M&C Saatchi, a set of simple rules for men to follow to make women feel safer on the streets.

Good Guy Guide

M&C Saatchi launches ‘Good Guys Guide’ to help women feel safer on the streets

M&C Saatchi has drafted a set of minimum social standards for men to follow in the interests of making our streets a safer environment for women.

The ‘Good Guys Guide‘ sees the creative agency turn its attention to addressing societal issues with seven golden rules instructing conscientious males how to go about their business in an unthreatening manner.

Advice includes ‘don‘t walk behind her‘, ‘hoods down‘ and ‘cross the street‘.

Designed to encourage men to think about how their body language and movement can be interpreted by others, the guide aims to further conversations around how strangers interact while tackling instances of abuse and harassment on the streets. It has been written by Camila Gurgel and Ieva Paulina in partnership with Solace Women‘s Aid (SWA) and Token Man.

It calls on all men to play their part in enabling women to reclaim the streets by calling out and reporting abuse when encountered and intervening where necessary without being patronizing.

Gurgel said: “A lot of men are only just starting to realize how afraid women can often feel when out on the streets at night. We wanted to create something to help the men who call themselves ‘the good guys‘ do their bit to make women feel safer.“

Jane Jutsum, executive director of business development at SWA, added: “This is a pivotal moment to create a movement dedicated to ending all forms of violence against women.

”The campaign’s rules provide easy steps that men should be taking which will play a part in the wider battle of tackling male violence against women and girls.”

Promoted across social media, the ’Good Guys Guide’ will also be promoted at 17 high-traffic outdoor sites across the UK, bringing its message directly to the locations where actions can make the biggest difference.

Water Cooler Creative Ad of the Day Marketing

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M&C Saatchi

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