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A new timeTo ad campaign launches today, aiming to put a spotlight on sexual harassment in the industry by asking the question “Where Do You Draw The Line?”
The creative was developed by Lucky Generals and will appear in cinema as a well as a multitude of platforms, including social media and out of home.
The campaign uses uncomfortable situations based on real life experiences of people working in the UK advertising industry to encourage people to think about where the line needs to be drawn between normal interaction and what could be considered harassment. Three 60 second online adverts, directed by Steve Reeves at Another Film Co, will run online alongside out-of-home campaign ads running in highly targeted industry-adjacent locations.
As well as Digital Cinema Media, companies endorsing timeTo include Campaign, Denstu Aegis Network, OMD UK, MediaCom, Sky and Wavemaker.
Kerry Glazer, WACL, President, NABS and CEO, AAR, said of the campaign, “I hope this new campaign will enable people to reflect on where the line is drawn on sexual harassment. Our campaign is about making sure that everyone in the industry is aware that any unwanted conduct of a sexual nature that makes a person feel uncomfortable, offended, intimidated, or degraded is not acceptable. It’s timeTo end sexual harassment in our industry once and for all.”
Stephen Woodford, CEO, Advertising Association, said: “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, a collaboration between the Advertising Association, NABS and WACL, and backed by ISBA and the IPA, is aiming to address the problem of sexual harassment in the UK advertising and marketing industry.
For more information, including a full list of companies supporting timeTo, visit their website here http://timeto.org.uk.