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To be a women and never getting harassed in the street is almost a miracle. During those past few years, the floor of speech has opened revealing the reality of sexist remarks or sexual assaults in the public space. 86% of women say they have been victims of street harassment (IFOP, 2018).
In front of aggression, support actions are carried out for the victims. Still, too frequently those women assaulted or harassed are held responsible for what happens to them. The debate about the look arises and often ends up winning, justifying what is and must remain unjustifiable.
Facing this plague, the HandsAway association, which fights against gender and sexual violence on the streets and transport, continue his fight. After denouncing the primary mechanisms of some men with his movie « Bande de bites » or highlighting the impact of certain words with « le Poids des mots », this time HandsAway decided to tackle these anti-liberterian ideas.
For this campaign, HandsAway and its agency TBWA\Paris therefore wanted to praise women freedom.
The desire to wear a tight fitting outfit, a mini-skirt, a plunging-neckline, or to reveal a piece of nudity should not be seen as an invitation as or an element legitimizing an aggression or sexist remarks – as is the case today as these few testimonies posted on Handsaway’s application translate: “I was walking, I was wearing my skirt when a guy driving a car stopped and said to me « Do you give blowjobs ? Dirty whore », « Hey miss, pretty skirt... Yeah bitch" …
The aim of this campaign is to remind people that a woman has the right to dress as she wants and no outfit can justify such words or acts.
This NSFW professional campaign titled 'A fragment of nudity doesn't mean consent' was published in France in February, 2020. It was created for the brand: HandsAway, by ad agency: TBWA. This Print medium campaign is related to the Public Interest industry and contains 7 media assets. It was submitted about 4 years ago.
Advertising Agency: TBWA\Paris, France
Account Managers: Alma Guirao, Lucile Dupuy
Agency Managers: Jonathan Serog, Julia Montagu
Executive Creative Directors: Benjamin Marchal, Faustin Claverie
Art Directors: Morgane Alexandre, Sébastien Skrzypczak
Art Buyer: Carine Galluffo
Photographer: Shelby Duncan
Production: 1718 Paris