• Situation

66% of women reported having been sexually harassed in bars. But that number gets even bigger when it comes to bar employees: 78% of them reported having been harassed.

*Harassment-Free Bar Study, march/2022.

• Brief

Create a campaign to fight harassment of female bar employees, helping them to feel supported when they detect a threat. After all, they may feel cornered and pressured to stay silent, seeing as they’re often being harassed by their own clients.

• Objectives

To help in the fight against harassment in bars and clubs in an efficient way, positioning Johnnie Walker as a brand that works actively to support women and collective progress.

Johnnie Walker created a complete collection of drinking glasses for female bartender use when they perceive a threat. Unlike other tools to fight harassment, this is a non-verbal cue, impossible for anyone but staff to know and detect. When a bartender serves a drink in these glasses, their coworkers will monitor the situation and react properly.

• Target audience (consumer demographic / individuals / organisations)

Our target audience are female bar employees, especially bartenders, and the rest of their coworkers.

• Approach

We recruited bar owners to sign up and start using the anti-harassment glass at ‘coposemassedio.com’.

• Implementation

All bars had to do was sign up on our registration page (‘coposemassedio.com’) to get anti-harassment glasses and training for their staff.

• Timeline

The initiative kicked off in November 2022 and should continue indefinitely.

• Placement

• Scale

Up to 4,000 certified bars by the end of 2023.

• Business impact – sales, donations, site traffic

The main impact of the idea is the fact that bartenders at our partner establishments have been able to work in safer conditions.

• Response rate

Up to 4,000 certified bars by the end of 2023.

• Impressions

0 Impression.

0 Paid Media.

0 Earned Media.

After all, we didn't release or even reveal what the glasses look like – otherwise the idea wouldn't work.

• Change in behaviour

Bar owners and staff were able to fight harassment in a more active and targeted way in their bars.

• Consumer awareness

We don’t have this sort of result since the idea wasn’t publicized – precisely so that it would work.

• Brand perception

We don’t have this sort of result since the idea wasn’t publicized – precisely so that it would work.