Harassing comments like, “Are you wearing that short skirt for me?” and “Why don’t you give me your number?” are all too common on public transportation. As is the whistling, exhibitionism, sexual advances, and even molestation. The abuse of women on public transportation is a pervasive societal issue that is too often ignored, and the laws and penalties are little known. The incidents are also widely underreported. And the victims are left only to try and avoid these horrifying moments.

This has all changed now. For the first time in history, a government has decided to confront the issue head-on. The French Ministry of Social Affairs, Health and Women’s Rights has created real awareness. They’ve opened our eyes to the reality that women have to face every day. And they have inspired witnesses subjected to this type of behavior to act.

The budget was small ($130k in total), but the spend was extremely effective. There was the powerful video, which brutally shares the verbal assault from the victim’s point of view, web banners, and pre-roll diffusion on YouTube and Dailymotion.

There were also 1,200 posters in subway and train stations throughout five major cities supported by digital displays in Paris and Toulouse. The creative showed the point of view of the victims, witnesses, and the actual aggressors.

Other channels:

-A website was created with an interactive video that allowed the viewer to experience the role of the victim or witness of an assault.

-Leaflets at transportation hubs.

-Educational tools distributed at middle schools and high schools.

-Content that was spread by 40 media partners offline at commuter sites and online via partner websites. There were nearly 7,000 free billboard exposures.

-And massive social network mobilization via blogs and influencers.

The “Harassment” law act was reinstated by the French National Assembly because of extreme pressure from French citizens.

The campaign was the most widely shared awareness message created by the French government – ever. The spot was the second most widely viewed video on YouTube in France in November with 1.4 million views. There have been more than 4.3 million social media interactions since the launch.

The campaign had 55% recall, and 94% of the French population were more motivated to react to harassment, per French Ministry Omnibus research.

In the first two days, there were 15 press interviews for the French Minister of Social Affairs and Health, Marisol Touraine and the State Secretary for Women’s Rights, Pascale Boistard.

Coverage included the most important news channels (TF1, iTélé, BFMTV), news magazines (Echos, Le Figaro, Libération), radio stations (RTL, Europe 1, FranceInter), as well as magazines including Elle and Top Santé.