This year I entered Young Lions and the brief was about sexual harassment in the ad industry.

Brief: Raising awareness of the problem of sexual harassment.

Insight: There is no one answer to what is sexual harassment. What is a 'friendly banter' for some is sexual harassment. The victim is afraid to exaggerate and normally has no point of touch in this case. That causes self-doubt and it is one of the main reasons why victim end ups not reporting the incident.

Idea: Don't be silenced by self-doubt.

We’ll show the victims that self-doubt following a sexual harassment is not only normal but expected, their doubts shouldn’t lead to silence.

 

Also reporting will be easier by developing a new reporting/chat service on Whatsapp called 

Instagram

carousel

This is the normal trail of thoughts that you have when sexual harassment happens to you.

Swiping through the carousel causes the message to fade, which reflects the idea behind the message. Hitting ‘Learn More’ takes you to our Whatsapp service #timeToChat

Instagram story

#timeToChat

Whatsapp service

Reporting sexual harassment is too hard. We can make it easier by empowering victims and by creating an easier way of reporting. 

 

We’ll do this by relating to victims of sexual harassment and showing them that self-doubt following a sexual harassment is not only normal but expected, their doubts shouldn’t lead to silence. 

 

We’ll also make reporting easier by developing

a new reporting/chat service on Whatsapp called #timeToChat.

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