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Maaate

Award: Graphite Pencil

Graphite Pencil / Digital & Social / Storytelling / 2024

Award: Graphite Pencil

Graphite Pencil / Writing for Advertising / Integrated

Award: Wood Pencil

Wood Pencil / Direct / Integrated

Award: Wood Pencil

Wood Pencil / Entertainment / Integrated

Male violence towards women often starts with words. If unchecked, these words can lead to much worse. But how to stop misogynistic language from their male friends when men witness them?

We gave them one word: Maaate.

A powerful outdoor campaign was crafted, showing how effective Maaate is at stopping misogynistic comments. The headlines used were selected through surveys and discussion groups with women, finding the most commonly used phrases.
Each poster was then painstakingly hand cut from lino. Every cut and scrape reflecting the rawness and horror of these nasty comments.

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

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