Women face casual sexism on the streets on a daily basis. A whopping 60% of them face unwanted comments about their bodies, dressing, and make-up, just by taking a casual stroll. Despite how rife casual sexism is, most people don’t know it as a problem. Most perpetrators don’t think they’re doing or saying anything wrong, nor are they aware of the impact these constant comments have on women’s self-worth. Lux was looking for a way to dramatise that.

Lux “In Her Shoes” aims to spark a conversation and bring about real behaviour change by giving men the opportunity to – quite literally – walk in women’s shoes and offer men a glimpse of the sexism and harassment that women suffer by doing something as simple as taking a walk.

Lux "In Her Shoes" is an interactive experience built in partnership with existing platform ‘City Walks’, which enables anyone to explore the sights and walk the streets in big cities around the world. We added an additional feature to enable viewers to walk the streets either as a man or woman. When “man” is selected, nothing notable happens. You walk with little to no interaction from other pedestrians.

However, when you switch to the female view, you suddenly experience a very drastic change. Men stop her, berate her, compliment her, follow her and intimidate her. It’s a sad but true reality that many women around the world face every single day, and we’ve captured it for all to live, feel and experience.

Actual walks were captured and amplified in the platform to provoke a reaction and ultimately, urge viewers to think about their own behaviour.

Society constantly forces women to be the ones to change their choices and alter their lifestyle. Don’t wear that, don’t walk alone, don’t encourage interaction. But women shouldn't have to change – the perpetrators are the ones who need to change.

Lux targeted men, who oftentimes make women feel uncomfortable walking the streets of their own cities. Lux wanted to turn what men describe as trivial and harmless “compliments” into powerful firsthand experiences that brought to life the compounded impact when a woman is the recipient of these comments not once, but at least 5 to 10 times a day.

Experience the "In Her Shoes" walk yourself at http://citywalks.live/. It was also captured and amplified to provoke a reaction and ultimately, urge viewers to think about their own behaviour.

Lux “In Her Shoes” was released at a time when the world is infuriated by the abduction and killing of Sarah Everard and Egypt’s burgeoning #MeToo movement that has exposed sexual assaults, spurred legal reform and emboldened hundreds of abused victims including celebrities to speak out, sparking a long-overdue debate about gender inequality.

Launched during the time of Covid in 2021, it was set in a relevant platform citywalks.live, the perfect place to interact with a captive audience during a time of isolation and fatigue from lockdowns, being deprived of travel and social interaction.

The campaign partnership with City Walks has been arranged for a long period of one year to be a reminder for men on the impact of the sexism and harassment that women suffer by doing something as simple as taking a walk.

It was also hosted at Miraa.me, a leading publisher in the Middle-East that

1. Traffic to citwalks.live has increased by over 100%.

2. Time spent on the site has increased by more than 20%.

3. Lux “In Her Shoes” walk delivered VTRs better than benchmarks indicating the content resonated well with the TA. VTR was 36% better than benchmarks for long digital films.

4. Campaign reached an audience of 25M on Miraa.me.

5. Qualitative research was done with men who visited the website and experienced walking “In Her Shoes” – and 90% of them said they would be more mindful / think twice before making sexist comments.

Globally, the campaign garnered 8.43M online viewership, 84.6k estimated coverage views, and over 34 pieces of global press coverage in over 200 websites.