#MeToo: Ad campaigns that broke silence on sexual harassment
We take a look at some brands and campaigns that were bold enough to make a conversation around the topic of sexual harassment much before the #MeToo movement...
Published - 10-October-2018
The endemic nature of sexual misconduct in Indian workplaces was an open secret and victims could do little about it. However, with the #MeToo movement, its a refreshing change to see how women have actually found the confidence to speak up. The last couple of days has witnessed several women standing up and opening up on the abuse endured by them at the hands of men sitting at top seats in media companies. That said, we take a look at some brands and campaigns that were bold enough to make a conversation around this topic much before the #MeToo wave...
Breakthrough India #shareyourstory
The video #shareyourstory with your son was released by Delhi-based NGO Breakthrough. It depicts a woman who catches unaware her teenage son in the act of throwing flowers at the neighbour's young daughter from the balcony of their house. She then teaches him a lesson that he won't forget. The film ends with a message "You can't drive sense into everyone." The video invited people to start a conversation about sexual harassment and was trending on social networking sites.
Breakthrough India with their campaign #AskingForIt convinced people to act and stop sexual harassment in public places. Coined by advertising agency Oglivy and Mather, the #AskingForIt campaign logos were designed by CoDesign Brand Consultants. The design of the visual identity had to be simple and yet accommodate multi-lingual fonts. Red and green crosses were used as cuing symbols and colours, commonly used to denote ‘yes’ and ‘no’, to show what the rights of a woman are in a public place. The campaign garnered support from the Kanpur bus union, the auto union in Bangalore, the Mahila Prakosh Committee in Lucknow and students from colleges in Delhi.
Ajio, an e-commerce company owned by Reliance Retail, released a campaign that touched upon the subject that most of us are concerned about. It brought to light the fact that how the victim is blamed for being dressed a certain way and inciting violence while the real perpetrators bear no blame. With social media amplifications and by crowd sourcing content from social media, the brand escalated their campaign to offline events.
The phrase “Bura na mano holi hai” has been used, abused and taken advantage of by various miscreants during the festival. It is used as a license to touch inappropriately and take advantage of the situation. Ghadi Detergent’s ad campaign caught on to this insight and created a hard-hitting ad around this concept. Conceptualized by ADK Fortune, this video puts the nuisance causing men right in their spot, and aims to change how many perceive this as an opportunity to indulge in inappropriate behaviour with women.
Travel marketplace ixigo spoke about how a women should travel without any apprehensions. The spot created by them shows questions women are asked when she wants to travel. It ends with a message that reads 'eight out of 10 women still need approval to travel. Let's change that.'