“If only I hadn’t…” This is not what you want to feel the morning after your office Christmas party.
UK creative agency, Lucky Generals, is helping anti-sexual harassment initiative, timeTo, to make sure that no one does. The new ads are a continuation of timeTo’s Where Do You Draw The Line? campaign, which launched on October 31, and will run on social media channels and in digital across the UK advertising industry.
timeTo was begun in the UK in March by The Advertising Association, Nabs and Wacl to deal with the problems of sexual harassment in the advertising industry, following the global #MeToo and #TimesUp movements. It is backed by both ISBA – “the voice of British advertisers” and the IPA (The Institute of Practitioners in Advertising). 165 companies now support the initiative, including include Spotify, Nexus Studios, Oath and FCB Inferno. 50 more have joined since timeTo’s October campaign launched. A full list of endorsing companies is on the official timeTo website. http://timeto.org.uk/
The Lucky Generals’ ads respond to timeTo’s early 2018 research findings, which showed the potential for the Christmas office party season to lead to an increase in incidents of sexual harassment. The power of the ads comes from the relatable real life experiences on which they are based. They aim to encourage people to think about where the line exists between normal chat and social interaction and something that is potentially sinister for all involved.
Karen Fraser, director of research company, Credos, explained, “Over 3,600 people responded to the timeTo study and of those who gave details about their experiences of sexual harassment, 20% mentioned alcohol and 18% work parties or events, while others detailed experiences with colleagues in cabs. The three risk areas – alcohol, parties and taxis – in which sexual harassment is most likely to happen, are also an integral part of the festive season. These new ads are a timely reminder of the importance of reading and understanding the timeTo Code of Conduct which has been developed to help everybody enjoy the festive celebrations without fear of sexual harassment.”
The campaign is running in print, out of home, social media, a range of advertising and marketing websites, cinema and via ECRM, with media support by Advertising Week Europe, Campaign, Digiday, The Drum, Little Black Book, Marketing Week and Mediatel Newsline.