These billboards school men on how to make women feel safer at night

Campaign from M&C Saatchi follows week of debate in the U.K. around violence against women, sparked by murder of marketing exec Sarah Everard

Published On
Mar 19, 2021

Editor's Pick

For the past week, the U.K. news has been dominated by conversations around women's safety and male violence towards women, sparked by the horrific murder of London marketing executive Sarah Everard as she walked home alone one night.

Women have been sharing stories on social media of how they walk afraid in the evenings, and men have also been asking what they can do to help women not to feel intimidated. A new campaign, created by M&C Saatchi, seeks to give them some help on the matter with tips on how to show women that they're a "good guy."

The campaign hopes to start a conversation around the role that men can play in making women feel safer. Created by creatives Camila Gurgel and Ieva Paulina, it includes a website with a set of rules, The Good Guys Guide, which give advice on how to behave: such as not walking directly behind a woman and crossing the street to let her know you're not following her. The advice will also appear in posts on social media, and on billboards in 17 outdoor sites across the U.K, provided pro bono by Ocean Outdoor, with creative featuring brightly colored text and minifigures to illustrate situations.

To amplify the project, M&C Saatchi worked with Solace Women’s Aid, a charity that aims to help end violence against women and children, and Token Man, an initiative working to help men better understand the challenges faced by women in the workplace and beyond.

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

Good guy guide rules

Good guy guide rules


Mar 19, 2021
Client :
M&C Saatchi-UK
Charity Partner :
Solace Women’s Aid
Charity Partner :
Token Man
Outdoor Media Partner :
Ocean Outdoor
Chief Executive Officer :
Camilla Kemp
Chief Creative Officer :
Ben Golik
Senior Copywriter :
Camila Gurgel
Senior Art Director :
Ieva Paulina
Senior Account Manager :
Toby Moore
Producer :
John Dutney

Need a credit fix? Contact the Creativity Editors

Project Type