A full media campaign for the Wales Violence Prevention Unit aiming to create a safe conversation around sexual harassment
The Wales Violence Prevention Unit approached us to create a campaign which could better equip bystanders of sexual harassment to safely speak up if they encountered sexual harassment at night. We helped create a bilingual identity and bold campaign that encourages bystanders to safely step into the conversation.
Discovery
Campaign
Social Media
Campaign Rollout
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Learning about Sexual Harassment
We began by working closely with Good Night Out & the Wales VPU to learn more about the issue, deep diving into facts and figures. This led us to a bold and scalable design which evolved around conversation.
Bold design for a younger audience
After learning about the target audience for this campaign we decided a bold, modern typeface and vibrant colour system would help it stand out, especially at night. The look and feel aims to turn heads of bystanders and give tangible solutions to people who can stop sexual harassment from happening when people are out at night.
Visualising different voices
We wanted the audience to relate to the campaign language so we made it conversational. Using common dialogue and focusing on how we can visualise different voices (victim, perpetrator and bystander). We looked at developing a very simple and adaptable style that could work in various formats in both Welsh & English.
Creating safe conversations
We designed a flexible and adaptable campaign identity #SafeToSay which champions the voices of active bystanders of sexual harassment. The campaign identity and messaging focuses on giving bystanders tangible solutions. By stepping into the conversation in a safe way, they are able to divert sexual harassment from happening.
A bilingual outdoor campaign
We partnered with Hello Starling to help us roll out the campaign creative throughout south Wales. The eye-catching bold design and powerful copy helped give people tangible solutions to sexual harassment when out and about.
Designed for digital
We found out that a lot of sexual harassment comes from pre-planned activity through social media so a digital rollout was a large part of the campaign. We made sure the creative hit home on socials, making people more aware of the issue.
An initiative that can grow
Being such a strong subject matter we felt the brand needed longevity so it could become an active voice in the future, demonstrating how the brand can adapt to tangible marketing material and assets outside of the campaign.
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