Brief
The Wales Violence Prevention Unit approached us to create a campaign which could better equip bystanders of sexual harassment to safely speak up if they encountered sexual harassment at night.
Outcome
We helped create a bilingual identity and bold campaign that encourages bystanders to safely step into the conversation. The campaign identity and messaging focuses on giving bystanders tangible solutions.
Results
71% visited the website after seeing the campaign
58% saw the campaign more than once
80% said they would be interested in signing up for bystander training if it were available
We wanted the audience to relate to the campaign language so we made it conversational. Using common dialogue and focusing on how we can visualise different voices (victim, perpetrator and bystander). We looked at developing a very simple and adaptable style that could work in various formats in both Welsh & English.
We partnered with Hello Starling to help us roll out the campaign creative throughout south Wales. The eye-catching bold design and powerful copy helped give people tangible solutions to sexual harassment when out and about.
Being such a strong subject matter we felt the brand needed longevity so it could become an active voice in the future, demonstrating how the brand can adapt to tangible marketing material and assets outside of the campaign.
