The world is still waking up to the extent of male violence against women. When two in five women admit they have experienced sexual harassment just for attending a gig or a festival, greater action needs to be taken. But, as always, the onus is often placed on them to keep themselves safe, for example by taming down their outfit.
To draw attention to this endemic, Wunderman Thompson worked pro bono with White Ribbon UK, a charity working to end male violence against women by engaging with men and boys to take action themselves.
Presented in the style of festival and gig posters, instead of showcasing the anticipated lineup the work reveals the issue of violence against women. The posters call out how men can be a key part of the solution by owning problematic behavior and calling out sexism, abuse or assault when they see it.
To make it even more impactful, festival names or gig titles have been created to flag the issues, such as ‘Assault on the Dancefloor’, ‘Blind Eye Weekender’ and ‘Summertime Silence’, while familiar ‘headline acts’ have been replaced with copy that reflects unacceptable behavior such as groping, harassment and catcalling.
To spread the message, Wunderman Thompson and White Ribbon UK have partnered with The O2, which will run the campaign through digital OOH, The O2’s social channels and CRM database. The renowned nightclub Fabric will also be carrying the campaign message within their club, their social channels and promotional materials.
“Ultimately violence against women will only end if men take responsibility for their own behavior and are also prepared to call out harassing and abusive behavior when they see it,” said Anthea Sully, chief exec at White Ribbon UK.
“Venues and festivals being absolutely clear about the culture they want to see can make a significant difference. That is why we are pleased that the O2 Arena and Fabric are supporting us to get the message across. Women must be able to have a great time when they go to clubs, venues and festivals without fear of harassment or violence. We expect all men to make the White Ribbon Promise to never use, excuse or remain silent about male violence against women.”
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: 'White Ribbon UK: Assault on the Dancefloor'