Glass: The Lion For Change > Glass: The Lion for Change
THIS IS NOT CONSENT
TBWA\PARIS, Boulogne-Billancourt / HANDSAWAY / 2020
Overview
Credits
OVERVIEW
Background
Handsaway is a French association that fights against all types of sexual harassment in public spaces, whether physical or verbal. This fight notably involves the creation of an application which allows women to declare their attacks by being geolocated, and to find help. The association has made itself known with two campaigns : « Bande de Bites » and « Le poids des mots ».
Describe the cultural / social / political climate and the significance of the work within this context
Sexual harassment in France is unfortunately part of women’s daily lives.
86% of French women have reported suffering street harassment. (IFOP, 2018). But the main problem is that people still consider that being dressed-up sexy is perceived like an invitation.
Describe the creative idea
Our idea is simple: nothing can justify harassment! And no matter how a woman dresses, no matter how sexy she is, it is not a consent. To illustrate this idea, we have chosen women of all origins, of all sizes, in different situations, with different outfits but with only one watchword: no outfit justifies harassment.
Describe the strategy
The strategy of this campaign was to make women feel free from guilt, and to tell them that they have the right to dress-up as they want and that this should not be a justification for aggression. 86% of women are victims of harassment in the streets, especially in big cities. This is why we have focused our strategy on the urban target.
Describe the execution
The photography style is youthful, spontaneous, energetic.
We wanted to capture beautiful fleeting moments of women living their lives, wearing whatever clothes they want to wear. The ambient light and the use of flash create a look and feel full of truth and rawness.
The faces are cropped on purpose, making the subject even more universal, and letting the viewer focus on the body part displayed.
Describe the results / impact
The results were beyond our expectations. Hundreds of publications in the press around the world : US, South America, Africa, Europe, China, Australia…
The campaign was shared a lot on social media : 31 631 mentions, 18 192 598 people impacted by the campaign.
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