Male violence against women and girls is an epidemic in the UK. A woman dies at the hands of a man every three days and 97% have been sexually harassed. For too long the onus has been on women to adapt their behaviour and protect themselves.

But it’s not women who need to change: it’s men. Not just the perpetrators, but the ones who stand by and let misogynistic behaviour go unchallenged. We needed to challenge men to look at themselves and shift from being passive spectators.

It was about time men were the ones who were made to feel uncomfortable, not women.

We created a fully integrated, raw campaign to make men uncomfortable with witnessing misogynistic behaviour and to break their own inertia about taking action against it. It ran on social media, cinemas, Premier League football games.

Out of home took over Piccadilly Circus, Transport for London and male bathrooms across the capital. The campaign came from the Mayor of London but it soon spread far and wide – from France, Italy and Sweden to Australia, Singapore and Brazil. Schools incorporated the film into their curriculum.

The UN is including it in education and training materials being rolled out to millions of men.