100% of women have been victims of harassment on public transport at least once. 40% of women have already given up going to certain places following harassment. Among women aged 18 to 29, 25% say they are afraid in the street. Harassment exists. And this is not news. However, while it is widely reported by the media, especially in recent months with the Weinstein and BalanceTonPorc cases, it remains difficult to denounce. So, for Women's Day, the media are mobilizing and teasing their readers to make them aware of the cause.
An intrusive and engaging digital campaign
At the origin of the operation, a group made up of “Stop harassment in the streets”, “Les Effronté es” and “Paye Ta Schnek”, three associations which fight daily against harassment against women. To serve their cause and give them a voice, the Ogilvy Paris agency has devised a campaign based on intrusion and has surrounded itself with partner media to relay the information.
Thus from March 7 to 8, the men who consult the sites of Liberation, Konbini, SoFoot, GQ, L'Express and BFM will be confronted with an advertising banner built in cascade. While the first banner asks for the " 06 "From the Internet user, the second that appears when trying to close the first, is more insistent with the message" Do not do your sissy "Before giving way to a third" You say no but you want to ". It is only after these three steps that the true message of the campaign is revealed: “ You have just experienced what 100% of women have already experienced in public transport" page (in French).
Harass to raise awareness
« Thanks to this device, advertising harassment makes it possible to glimpse and become aware of the reality of sexist harassment », Comments Claire Ludwig, communications officer for the Stop Harassment movement. Indeed, the campaign, deliberately offensive, invites experimentation: that of insistence. By making its place in daily practices as basic as the fact of consulting the news on your smartphone and by imposing itself against the will of the Internet user, the operation uses the codes of the subject that it denounces and does better than to inform, it creates unease.
It's very simple. As easy as understanding that a 'no' is a 'no'.
To join the movement, simply tweet with the hashtag #No is no.