Instead of just telling the problem we wanted the relevant audience to actually really listen. So we went where the problem is most tangible: the red light district. While a lot of people were ‘window shopping’ suddenly music blares through loudspeakers and women behind the window started acting strangely. Ending up in a tightly choreography. Even more people gathered at the windows, bursting in a loud applause when it ends and becoming very clear that the applause is very out of place.

The campaign was launched mid April so it’s too soon for a final evaluation. But in just 3 days time the film – made from the stunt – was watched over 600,000 times and press, blogs and other media instantly gave a lot of attention towards this topic. Which was exactly the point.