In the campaigns first iteration, the Mayor of London encouraged men to ‘#HaveAWord’ when they witnessed misogyny among their friends in the celebrated marketing campaign. For its second year, The Mayor of London suggests what that word could be: Maaate. One word innovatively seeded into popular culture using fly posters, billboards, a Romesh Ranganathan comedy set, a GIF, a partnership with LADBible and influencers - all leading towards a seamless interactive film with 270 possible narratives, shot by Koby Adom in collaboration with Vimeo.

Say maaate to a mate shows how a simple, familiar word can be all you need to interrupt when a friend is going too far without making things awkward, ruining the moment or putting your friendship at risk.