Maaate

[ClawedButler]

Anyone else just kind of baffled as to what #maaaate is supposed to achieve?

I mean, I feel like it's come from a good place, for the MOL to announce this as a campaign while women are still being killed at a rate of around 2 a week just seems like turning up to a tsunami clear-up operation with a dustpan and brush.

I meant, "but for..."

It's never going to sort out anything substantial but I don't think small steps in the right direction can be anything other than a good thing.

There are so many everyday "smaller" acts of sexism and they're ingrained into society at this point, if this gives a few young men (or any men) the courage to call out their mates then why not. Wolf whistling is now seen as unacceptable and it was smaller campaigns like this that contributed to it (in my opinion).

Twitter is having fun with it. Especially sending the maaate message back to the London mayor in relation to his behaviour towards women.

Maaate, sort out the Met.

I'm not sure how I feel about it. I get that it's a good thing to get men to call out other men who are being sexist, and that the small things are important. But it irks me a bit that it has to be so carefully done, find a way for men to do it without making a big thing of it, give them a way to stay friends, save face, or whatever. I know that is the practical, pragmatic way to go about it, but I guess it bothers me that it needs to be that way to get anything changed. It has to be so finely judged so that no men end up feeling hurt.

Surely any move to make men responsible for men’s behaviour has to be a good thing? Whether or not they actually say “Maaaate” to each other? Otherwise it’s women’s responsibility not to make men do/say terrible things to us and I’m sick and fucking tired of that angle.

I think it's a good thing. Asking other men to police their fellow men. It raises awareness. All good

I read MoL as Mail Online and wondered in what universe the Daily Mail are launching a women’s advocacy scheme

seems OK to me. Wonder if he’ll accept the inevitable feedback

(ok, I’m an eternal optimist)

Trouble is these " good guys" need these arsehole mates. How else do you look like the good guy with zero effort if you dont have at least 1 arsehole you can periodically publicly call out for show.

When the establishment will not sort out the misogyny and sexism in their own departments before funding scolding of others, it's fairly pointless.

They can start with dealing with police identifying as seeing no injuries and no crime being committed past needing a warning and everything being hunky dory when a violent man beats and injures a woman right in front of them in a public place and there's filmed evidence.

It's stupid and cheesy, and I work in advertising.

You know all those pissy little signs everywhere telling you not to litter, loiter or smoke here? And how the only people who pay any attention are the people who were never going to litter, loiter or smoke there? It's like that.

Some cringey ad campaign isn't going to do a thing, but everyone can smugly congratulate themselves anyway and the agency is already clearing space on the awards shelf.

I agree with this. Maaate. It’s almost apologetic. Softly, softly, treading on eggshells approach. “Maaate, I think you should maybe consider not treating women like that... But you know I still love you maaate.”

I’d rather men were a little more direct and assertive in calling out their friends’ misogynistic behaviour.

Why three As?

I prefer this version

Ha ha! Excellent.

I think it’s trivialising the issue.

First few times I saw it online I seriously thought Coffee Mate was trying to modernise it's image.

So do I, bit baffled by some of the outraged comments on Twitter to be honest, and would have thought that men calling out their mates for shitty/sexist behaviour etc can only be a good thing?
Surprised to see here on this thread a few similar attitudes too, being on the feminist board I'd have thought more people would be happy about men pulling up their mates if they're being arseholes.
It's a good thing imo, what would you rather, that their behaviour just had a blind eye turned to, pretend didn't hear or laugh along with them, or that women should do it for them l?
No, raising awareness in blokes from other blokes that to say no actually, that isn't ok is a good thing.

Have you seen the video clip by the comedian Ramesh basically asking men to step up? I'm assuming it stems from that as when he says mate it's more drawn out, kind of in a "maaate" with a shake of the head as in "no mate, what do you think you're doing?!"

I particularly liked this.

Sometimes culture change has to be these small little chips. I’m glad for it. Stigmatising everyday sexist behaviour is a good start - keep it in yer head mate. Then hopefully the emerging generation will question why you even think about women like that…

Yeah, exactly this, agree

https://twitter.com/LilyLilyMaynard/status/1683454661896830976?s=19

Bugger that will teach me not to read the new posts before i post!

It’s bruv now anyway innit.