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Michaela Jefferson 

Cannes timeTo campaign tackles 'appalling behaviour'

Cannes timeTo campaign tackles 'appalling behaviour'

timeTo, adland's initiative to end sexual harassment within the industry, is taking its "Where Do You Draw The Line?" campaign to Cannes Lions.

Created by Lucky Generals, the campaign will ask delegates throughout the festival to question where the line should be drawn between acceptable, inappropriate, and dangerous behaviour using a range of ads across out-of-home (OOH), online and video.

The ads continue in the same format as previously, with messages including: "Welcome to Cannes/ I hope you've packed your swimmers/ I've been looking forward to seeing you/ in them/ all year."

JCDecaux has backed the campaign by providing billboard space at both Heathrow and Nice's airport, while Ascential - the owner of Cannes Lions - has provided digital signage advertising in the Palais.

The copy will also feature on free bottles of suncream which will be distributed to delegates throughout the week, while a number of industry publications have pledged support through editorial and advertising inventory - including Mediatel News.

Meanwhile, Another Film Co's Steve Reeves has directed a short film to illustrate the kind of sexual harassment that can occur.

“We know alcohol, evening events and travel away from home are our highest risk areas," said Helen Calcraft, founding partner at Lucky Generals.

"Cannes is a unique industry moment where we see the best of creativity the industry has to offer alongside some of the most appalling behaviour.

"This is an industry spotlight moment for us to efficiently and effectively resurface debate post launch, raise further awareness and directly impact behaviour. We need everyone to consider where they draw the line at Cannes.”

Set up by industry bodies NABS, WACL and the Advertising Association, the timeTo initiative has so far been endorsed by 204 companies, an "unprecedented" level of support.

Any company that wishes to lend its own support to the initiative can sign-up via the timeTo website.

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