ADVERTISING

Comme Il Faut

That way, Chaste, Hard to get, Right

Agency: GefenTeam

Description

1 in every 3 Israeli women has been sexually assaulted. 1 in every 5 has been raped.
Researches show that 40% of the Israeli public believe that women who choose to wear revealing clothes are partly to blame for their assault, in other words - they are “asking for it”. The time has come to break the link between women’s clothing and sexual assault, and to put an end to victim blaming. Women are NEVER asking for it.
Comme Il Faut is a women’s Israeli fashion brand with a mission to promote feminist agendas, and this summer the brand has decided to take on the topic of victim blaming. To highlight the absurdity, each collection item was attached to a quote, based on words of rapists and assaulters, collected from the media, court protocols, internet commentary and victims' testimonies.
In Comme Il Faut’s stores, shopping transformed into a thought-provoking experience: The Fitting Rooms were turned into confession booths, encouraging women to anonymously write their personal stories and add their own quotes. The collection didn’t just raise awareness and changed the conversation regarding victim blaming - it also raised donations for the Association of Rape Crisis Centers in Israel, with which the brand even collaborated in the concept throughout the process.

This professional campaign titled 'That way, Chaste, Hard to get, Right' was published in Israel in May, 2017. It was created for the brand: Comme Il Faut, by ad agency: GefenTeam. This Integrated medium campaign is related to the Fashion industry and contains 5 media assets. It was submitted over 5 years ago.

Credits

Advertising Agency: Gefen Team, Israel

Nespresso
Aster Hospital

ADVERTISING

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