M&C Saatchi

Good Guys Guide

Agency: M&C Saatchi


Creative agency M&C Saatchi is launching the Good Guys Guide, a set of simple rules for men to follow in order to make women feel safer on the streets.
Conceived and developed by M&C Saatchi creative team Camila Gurgel and Ieva Paulina, the guide has been created in response to the current conversation around safety on our streets, with men across the nation asking how they can do more to help women feel safe.
The Good Guys Guide seeks to help men realise that even “good guys” can be perceived as a threat, and that they have a role to play in helping women feel more comfortable when out on the streets. The guide offers a set of seven quick and easy-to-follow rules that men can adopt when out and about in order to help women feel safe, acknowledging that it’s not women’s responsibility to take precautions to “avoid” being harassed.
The rules featured in the guide include “Don’t walk behind her”, “Hood down hands out" and “Cross the street”. The last rule, “Educate your mates” invites men to help spread the word amongst their friends.
To help amplify the campaign, M&C Saatchi has partnered with Solace Women’s Aid, a charity which aims to help end violence against women and children, and Token Man, an initiative which works to help men better understand the challenges faced by women in the workplace and beyond.
The push also aims to spark a conversation about men’s role as active allies to women, with a call-to-action for men to find out how to be a positive bystander, taking steps to ensure safety such as calling out abusers, reporting abuse and preventing situations from escalating. Charity partner Solace Women’s Aid has provided more details on how to do this, which people can download from the website.
Creatively, the campaign heroes its seven rules with straightforward all-type visuals and introduces memorable, quirky colourful figures to illustrate the situations women face in a very didactic way.
The Good Guys Guide can be found online at, with activity running across social channels and out-of-home. Ocean Outdoor has provided 17 outdoor sites in highly pedestrianised areas in cities across the UK, enabling the campaign to deliver its message in the very places that women can often feel the most uncomfortable, and aiming to reach men in the locations where they can and should take action to make women feel safer.

This professional campaign titled 'Good Guys Guide' was published in United Kingdom in March, 2021. It was created for the brand: M&C Saatchi, by ad agency: M&C Saatchi. This Integrated medium campaign is related to the Public Interest industry and contains 7 media assets. It was submitted almost 3 years ago by Owner: Julia Conroy of Julia Conroy Limited.


Advertising Agency: M&C Saatchi, London, UK
Partner: Solace Women's Aid
Partner: Token Man
Media Partner: Ocean Outdoor


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