timeTo launches new ad campaign to combat sexual harassment
timeTo, adland's answer to the MeToo movement, is today launching a multi-platform advertising campaign, designed to encourage people to consider where they would draw the line between normal interaction and sexual harassment.
"Where Do You Draw The Line?" will build upon momentum created earlier this year by the launch of timeTo's Code of Conduct, which was released alongside the harrowing results of an industry-wide survey.
The survey of 3,580 men and women working in advertising and marketing communications found that almost half had either experienced or been witness to sexual harassment or assault whilst at work.
Developed by creative agency Lucky Generals, the campaign recreates scenarios based upon real-life experiences drawn from the survey; three 60 second online adverts will run online alongside ads across print, social media and out of home.
"Our survey confirmed that sexual harassment is a real and present danger in our industry," said Helen Calcraft, founding partner of Lucky Generals.
"But it is not always a simple/binary issue of good and bad people. It can be nuanced, unintended sometimes; but it is often an abuse of power.
"So, our work is deliberately designed to be thought-provoking as opposed to judgmental. It asks the audience to consider and question where the line would be for them. We all have a responsibility to question our own behaviour and we have to work together to change the climate in our industry; now is the timeTo draw the line.”
Mediatel Newsline will be joining Campaign, Digiday, The Drum, Marketing Week and Little Black Book to promote the campaign; ITV, Sky Media and Pearl & Dean have also committed their support.
Stephen Woodford, CEO, Advertising Association, added: “The ‘Where Do You Draw The Line?” campaign is powerful, thought-provoking work by Lucky Generals to help end sexual harassment in the advertising industry.
"The UK is a world leader in advertising and it is therefore right that we should also be at the forefront of efforts to make our industry a secure and safe industry for all our people. This is vital in ensuring our sector, which reflects and shapes the world around us, continues to be an economic and social force for good.”
timeTo is a collaborative effort between the Advertising Association, NABS and WACL, backed by ISBA and the IPA.
So far it has received industry-wide support from over 100 businesses and organisations, including adam&eveDDB, Exterion Media, GroupM, Ogilvy and Wavemaker.
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