Enough - Violence Against Women & Girls

MG OMD and Wavemaker

Client: The Home Office

Violence against women and girls (VAWG) is endemic in the UK, with

75% of women having experienced violence or harassment. And most campaigns tackling VAWG have focused on fostering vigilance in women.

But this is not enough. The sheer scale of the issue means society has become desensitised to it. A vicious cycle is fuelled by complacency, silence, and the myth that many VAWG behaviours are not that serious.

Bystanders intervene in just 10% of incidents and 40% of young men struggle to identify some types of sexual harassment.

Our campaign needed to shift the harmful societal attitudes that enable

VAWG and challenge perpetrator behaviour, by demonstrating the impact on victims and the role we can all play in tackling abuse safely.