Cannes Lions

The weight of words

TBWA\PARIS / HANDSAWAY / 2019

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OVERVIEW

Background

In France, 86% of women have suffered from sexual harassment in urban areas. That number grows to 100% in Paris. The reality is that female harassment is commonplace in France’s streets, and not much is being done about it.

HandsAway is a new and unknown application that fights against female sexual harassment in the streets. It helps women to discover, pinpoint, ask for help and share experiences with street Angels.

The main objective is to change human behavior.

Budget : 5K€

Idea

For some, verbal aggression consists solely of words. For others, it’s a weight to carry for days, weeks or even longer. The idea is to make people realize the importance of words by giving them the opportunity to carry them, quite literally. Each insult has a different weight in regard to its level of aggressiveness. Basically, men are the main target as these insulting words usually come from them. Further, they sometimes don’t even realize the consequences of what they say. Carrying those weights all day long help them to understand how painful it could be.

Execution

The weights are made of plumb and produced in a French foundry.

Why plumb? Because it’s one of the heaviest metals, surprisingly cumbersome in regard to its size.

A small size is important, as this makes it more practical to carry the weight around in someone’s pocket all day long. Maybe someone could forget that it was there, but still feel its heavy impact throughout the day, realizing how heavy an insult can be and how it can continue to affect someone for a long period of time.

The weights are all the same size but have 5 different densities, ranging from 1 to 3 kg in regard to the level of aggressiveness. A lighter insult received a lighter weight for example.

Insults have been laser engraved with the woman’s name who received it and the city where it happened.

Outcome

The main results are the number of App users and street Angels.

After the campaign, the number increased 120%.

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