In a world where women too often face the disheartening reality of street harassment, the battle against sexist remarks and assaults is gaining momentum. A staggering 86% of women report being victims of street harassment, shedding light on the urgent need for change (IFOP, 2018). Amidst this struggle, HandsAway, an association dedicated to fighting gender and sexual violence in public spaces, is taking a stand with a campaign that aims to celebrate women’s freedom.

Breaking the Silence:
In recent years, the taboo surrounding street harassment has been shattered, allowing victims to speak out against their aggressors. However, the unfortunate truth remains that too many women are unfairly held accountable for the harassment they endure. The contentious debate about clothing choices often arises, perpetuating the unjustifiable notion that a woman’s attire invites aggression. In the face of this societal plague, HandsAway refuses to be silent.

HandsAway’s Battle Cry:
Known for its powerful initiatives, HandsAway and its creative partner, TBWA\Paris, have consistently tackled the roots of gender violence. From exposing the primal instincts of some men in “Bande de bites” to emphasizing the weight of words in “Le Poids des mots,” HandsAway is unafraid to confront uncomfortable truths. In their latest campaign, the focus shifts to challenge anti-libertarian ideas that perpetuate the blame game.

Praising Women’s Freedom:
This time, HandsAway’s mission is clear—to celebrate women’s freedom. The ‘This is not consent’ campaign defies the notion that a woman’s choice of attire can ever serve as an invitation for harassment or justify sexist remarks. Whether it’s a tight-fitting outfit, a mini-skirt, a plunging neckline, or a hint of nudity, every woman has the right to express herself without fear of retribution. The campaign seeks to remind society that no outfit should ever legitimize verbal abuse or physical assault.

Voices of Empowerment:
Embedded within the campaign are poignant testimonies from victims who dared to share their experiences on HandsAway’s application. The chilling accounts serve as a stark reminder that street harassment is an epidemic that must be confronted. From derogatory comments shouted from passing cars to unsolicited advances, these narratives underline the urgency of challenging the deep-seated attitudes that perpetuate such behavior.

Conclusion:
HandsAway’s campaign is a rallying cry for change—a call to dismantle the misconceptions that surround street harassment. By praising women’s freedom and challenging anti-libertarian ideas, the association is boldly stepping into the arena of societal transformation. In a world where every woman deserves to walk the streets without fear, HandsAway’s campaign is not just a battle against harassment; it’s a testament to the resilience and strength of women demanding the right to express themselves without compromise. The fight continues, and with campaigns like these, a brighter, more equal future becomes a real possibility.

Credits
Campaign: This is not consent
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

This campaign is about:
Street Harassment, Women’s Freedom, HandsAway Campaign, Gender Violence, Anti-Libertarian Ideas, Sexist Remarks, Clothing Choices, Empowerment, Testimonies, Societal Transformation, Breaking the Silence, Equality, Empowerment Movement, Change, Societal Norms, End Harassment, Unapologetic, Women’s Rights, Advocacy, Awareness, Speak Up, Respect, Campaign Against Harassment, Societal Change, Print Ad, Print Campaign.

Since its inception in 2015, Ariel, India’s leading detergent brand, has been at the forefront of promoting equality in the division of household chores and encouraging men to #ShareTheLoad. To continue driving this crucial conversation and foster equality within households, Ariel has recently launched its latest edition of the #ShareTheLoad movement with the impactful film ‘See the signs #ShareTheLoad.’ This year’s campaign sheds light on the long-term consequences of an unequal distribution of chores on relationships, urging more men to actively participate in household tasks for a balanced and harmonious marriage.

Addressing the Growing Emotional Distance:
Ariel’s latest film poses a thought-provoking question to men: “Are you growing together or apart?” The film showcases the emotional distance that arises when household chores are unequally divided. Shockingly, a recent survey reveals that 65% of women feel disconnected from their partners due to this inequality, leading to breakdowns in communication. The film, ‘See the signs #ShareTheLoad,’ effectively portrays the gradual disconnection experienced by women as they bear the burden of chores alone.

The Power of Equality in Relationships:
Another survey highlights that 74% of women have given up discussing chore-sharing with their partners. Ariel firmly believes that a strong relationship is built on equality, where both partners feel respected, appreciated, and valued. Couples who share the load and engage in household tasks together report higher levels of happiness and stronger bonds. By reducing stress and burden on one partner, sharing chores can enhance companionship and overall satisfaction. Astonishingly, over 95% of couples surveyed believe that doing chores together can significantly improve their relationship.

The Inspiring Story of Change:
The new Ariel film, ‘See the signs #ShareTheLoad,’ narrates the story of an elderly couple and their evolving relationship. When their daughter visits, she notices signs of emotional distance between her parents. On their way to the cinema, her mother declines to join at the last minute, which prompts the daughter to confront her father. The father reflects on the growing emotional gap between him and his wife, realizing that their shared life has transformed into separate existences. The daughter suggests that the disproportionate load borne by her mother might be the cause. Deeply moved, the father acknowledges how he has taken his wife for granted and pledges to share the load. Understanding that sharing life entails sharing responsibilities, he takes a ‘U’ turn, both figuratively and literally. The film progresses to the next day, where the wife wakes up to the sound of the washing machine and is pleasantly surprised to see her husband approaching her with two cups of tea. In a poignant moment, he says, “Can we start again?” They share a smile, savor their tea, and engage in a joyful conversation around the washing machine.

Reflecting Real-Life Experiences:
The film resonates with countless couples who continue to face inequality in their relationships. While many men have already embraced a more equitable approach and actively share the load, the film serves as a reminder for others to recognize signs of inequality in their own relationships. Although the husband in the film realizes this later in life, it is crucial for younger couples to acknowledge the impact of inequality and start sharing the load now, fostering a happy and equal married life.

Discover the evolution of Ariel’s #ShareTheLoad campaign, aimed at promoting gender equality in household chores. The campaign’s first edition in 2015 raised the thought-provoking question, “Is laundry only a woman’s job?” Building on this, the 2016 ‘Dads Share the Load’ movement shed light on generational prejudices. In 2019, ‘Sons #ShareTheLoad’ urged sons to question the lessons they learn about gender roles. The 2020 campaign, ‘Equal Sleep,’ emphasized the impact of unequal chore distribution on women’s well-being, urging men to take immediate action. Last year’s film, Ariel See Equal #ShareTheLoad, focused on perceiving spouses as equals to encourage shared responsibility. Join Ariel’s transformative movement and promote equality in household chores today.

Credits
Advertising Agency: BBDO

Tags:
Ariel, ShareTheLoad, household chores, equal distribution, relationships, men, long-term impact, unequal chores, emotional distance, equality, marriage, gender equality, partnership, shared responsibilities, gender roles, transformative campaign, gender stereotypes, promoting change, societal norms, equality in households

Ariel: When we #SeeEqual, we #ShareTheLoad

Why is it easier for men to divide household responsibilities with each other but not with their wives? 83% of women feel that men don’t see women as equal when it comes to housework. Continuing the conversation on equality within households, Ariel launches the 5th edition of #ShareTheLoad to urge men to drop their biases. Because when we #SeeEqual, we #ShareTheLoad

Levi’s: Because of You, #IShapeMyWorld

When one woman shapes her world, she paves the way for other women to shape their own fearlessly. For Mandira Bedi, Hima Das, Tanya Appachu and Dr Kriti Bharti, their worlds have been shaped by women who paved a path for them. Today they can say – Because of You, #IShapeMyWorld.

Vivo: This #WomensDay let’s celebrate the #JoyOfEquality

A woman. Her many roles as a mother, sister, wife, daughter face discrimination of various kinds throughout her life are known to us. Society’s invisible lens of inequality moulds her to pose as the perception of what a perfect woman is in its eyes.

Tata Pravesh: Soch Badlo

The campaign theme for International Women’s Day [IWD] 2022 – #BreakTheBias – encourages us to imagine a gender-equal world, free of bias, stereotypes and discrimination. A world that is diverse, equitable and inclusive.

Prega News: She Can Carry Both

Being a mom is extremely rewarding, but does that ever take a toll on your ambitions and dreams? This Women’s Day with Prega News, it’s time to break free from the nay-sayers of society and bring in confidence to women that #SheCanCarryBoth!

Google: #SearchForChange – Google India

Sometimes just one voice, brave enough to speak up and find the answers can create a wave of change. Presenting Manjha – an ode to those who #SearchForChange ❤️ @TheRajaKumari @swanandkirkire @thehappydance @joyeetad17 pic.twitter.com/cx1z7h5iVm

— Google India (@GoogleIndia) March 7, 2022

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Tags: Wunderman Thompson, Vivo Joy Of Equality, Women’s Day 2022, creative campaigns, Gender Bias Ads, Gender Equality Ads, Levi’s I Shape My World, Google Search For Change, Brand campaigns, #IWD2022, International Women’s Day

Contentious statues have been torn down all across America, leaving behind empty pedestals in their wake. It’s time to place new symbols in their stead. The Pedestal Project is born of the vision to repurpose these ill-conceived pedestals by using technology to help people choose the statues that should go upon them. Statues of people who have dedicated their lives to fighting for justice and equality. So that beacons of hope and progress can stand where symbols of hate, oppression, and inequality once stood. And that people everywhere can have an active voice in the movement for racial justice.

About Color Of Change
Color Of Change is the nation’s largest online racial justice organization. They help people respond effectively to injustice in the world around us. As a national online force driven by over 7 million members, they move decision-makers in corporations and government to create a more human and less hostile world for Black people in America. Learn more at www.colorofchange.org

Credits
Agency: BBDO / New York
Category: Experiential Design: Digital Experiences / Augmented / Mixed Reality
Production Company- 3D Statues: Happy Finish

Credits
Brand: Getty Images
Campaign: History Repeats
Advertising Agency: Havas Germany – Munich, Munich, Germany
Chief Creative Officer: Eric Schoeffler
Executive Creative Director: Nicolas Becker
Creative Director: Walter Ziegler
Creative Director: Michael Schoepf

This campaign is believed to promote equality among the many American households which are only looked after by one person. The idea is to talk more openly about the household chore gap so that every person will close the gap.
 

Who we are at home determines who we will be in the world, so when we create more equality at home, we create more equality in the world.

Standing true to Hindustan’s positioning of ‘Tarakki ka Naya Nazariya’, the campaign brings out a fresh perspective on how one looks at marriages. Targeting the Hindi speaking belt including UP, Bihar, Jharkhand etc., the initiative urges men to bring about a positive change in the dynamics of a marriage, wherein women tend to make more compromises than men today. It is a call to all men to support their wives by taking up more responsibilities at home.

Commenting on the campaign, Rajan Bhalla, CMO, HT Media Group, said, “Hindustan is a progressive brand, and believes that new perspectives have the power to bring about positive change in the society. Aathwa Phera is an initiative that will connect deeply and emotionally and it will evangelize the core brand positioning of Tarraki Ka Naya Nazariya. Most importantly, it will bring home the message of gender equality in society.”

Speaking about the concept, Soumitra Karnik, CCO, Dentsu Impact added, “The narrative of gender equality has been there for a while now. However, we still hear stories every day that proves there is still a lot to be done to ensure equal status for women (especially in certain regions). Everyone talks about equality in the workplace, jobs, opportunities etc., but what about our homes? What about the husband treating his wife as an equal? This is where our concept came from. We want every man to take a vow that he will support his wife and ensure her equal status in a marriage.”

Megha Jain, Sr. Vice President, Dentsu Impact, said, “Aathwa Phera is not just a creative campaign for us. It is a campaign that should move people, relationships and move society. Our concept is very simple, and in that lies its power. One takes seven vows during a marriage, vows that are supposed to help a couple live a happy married life. We need to add one more vow to this, a vow that is critical for any marriage to be a happy one – the vow of equality. With this campaign, we want to encourage more and more couples to take this vow, and not just newly married couples, but people who have been married for any number of years. We chose to write this concept putting the onus on the man as we feel equality isn’t something that a woman needs to fight for, it should come naturally in a marriage, and for this, it is more important to get men to embrace this.”

Apart from a film which is running on digital platforms currently, the campaign will spread across press, radio, outdoors and most importantly on-ground. With Karwa Chauth being celebrated today, the campaign is expected to garner a hugely positive response and many men taking the opportunity to promise equal rights to their wives.

Tags:
Hindustan, HT Media Group, Aathwa Phera, Hindustan Newspaper, Dentsu Aegis Network, India, Equality, Marriage, Wedding, Film, Gender Equality, Dentsu Impact, TV Commercial

The agency and brand have taken the symbol with which the LGBT community identifies itself, building that same flag with the colours of iconic places that LATAM flies to, without retouching, without a filter, in nature.

Brand: LATAM Airlines
Website: https://www.latam.com/en_un/
Client Lead: Camilo Prieto
Creative Agency: McCann Colombia
Art Director: Miguel Ángel Jiménez Vásquez
Planner: Cristian Ángel
Creative Director: Andrés González, Andrés Salamanca, Juan Gómez, Andrés González
Account Executive: Catalina Arjona
Senior Copywriter: Diego Puentes

Tags:
Human Rights Campaign, LGBTQ+. LGBT campaigns, McCann, Colombia, The world is for everyone, LGBT community, Transport, Tourism, Chilean airline, Equality, South America, Print advertising, Creative Print Ads, Print campaign, Creative Advert

“Nike’s employees and athletes believe that sport has the unique power to unite people and inspire change – and they believe Nike’s role is to be in the game, to never sit on the sideline,” the release notes.

Nike Equality

Equality: Behind The Scenes

“Equality” features appearances from athletes LeBron James, Serena Williams, Kevin Durant, Megan Rapinoe, Dalilah Muhammad, Gabby Douglas and Victor Cruzset. It also includes voiceover and an appearance by actor Michael B. Jordan, who we’ll always remember as 16-year-old drug dealer Wallace on The Wire. Jordan appeared in last October’s “Against The Wall” police brutality PSA from Harry Belafonte‘s social justice nonprofit Sankofa.

Source: slamonline

Credits:
CLIENT: Nike
PROJECT NAME: Equality
FORMAT: Broadcast + Online

Alex Lopez – Senior Director Brand Communication
Juan Reyes – Director Brand Communications

AGENCY: W+K PORTLAND
Creative Director: Chris Groom, Antony Goldstein
Writer: Kervins Chauvet
Art Director: Nate Nowinowski
Integrated Production Director: Matt Hunnicutt
Producer: Julie Gursha
Associate Producer: Emily Knight
Senior Business Affairs Manager: Dusty Slowik
Account Team: Chris Willingham, Alyssa Ramsey, Hannah Hewitt, Patrick Gulliford
Strategic Planning: Nathan Goldberg
Media: Reme DeBisschop, Geoff Scoones, Justin Bradley
Project Manager: Andrea Nelsen
Broadcast Traffic Manager: Andrea Sierra, Tim Bell
Studio Manager: Alicia Kuna
Studio Designer: Seth Shelman

PRODUCTION
Production Company: Prettybird
Director: Melina Matsoukas
Executive Producer: Suzanne Hargove
Line Producer: Jonathan Wang
Director of Photography: Malik Sayeed

EDITORIAL
Editorial Company: Joint Editorial
Editor: Peter Wiedensmith
Assistant Editor: Dylan Sylwester, JB Jacobs, Kevin Alfoldy, Eddie Mikasa, Doug Scott
Post Producer: Jen Milano
Post Executive Producer: Leslie Carthy

COLOR AND VFX
VFX Studio: The Mission
VFX Supervisor: Patrick Ferguson
On Set Supervisor: Gray Marshall
Flame Artist: Michael Vaglient, Susanne Scharping, Ed Black, Adam Flynn
Animation Director: Piotr Karwas
VFX Producer: Diana Cheng
Managing Director: Michael Pardee

MUSIC
Music Supervision: Walker
Executive Producer: Sara Matarazzo
Senior Producer: Abbey Hendrix
Song: A Change is Gonna Come
Written by: Sam Cooke
Performed by: Alicia Keys
Engineer: Ann Mincieli
Music Editor: Judson Crane

VOICEOVER
Voiceover Talent: Michael B. Jordan

MIX
Mix Company: Eleven
Audio Mixer: Jeff Payne
Audio Mix Assistant: Jordan Meltzer
Mix Executive Producer: Melissa Elston

SOUND DESIGN
SD Company: Barking Owl
Sound Designer: Morgan Johnson
Producer: Kelly Bayett

TELECINE
Telecine Company: Company 3
Telecine Producer: Clare Movshon
Colorist: Tom Poole

We know every woman has two jobs – one at the office and one at home. She multitasks and handles both almost single handedly. It’s time to understand why. It’s time to get to the root of the issue. Is it our upbringing? Are we passing gender roles that haven’t evolved with the times? Watch this film and share your thoughts.

Read Full Story

Credits:
Campaign: #ShareTheLoad
Client: P&G
Brand: Ariel
Creative agency: BBDO India
Director: Shimit Amin
Executive creative director and writer: Hemant Shringy
Creative director: Umma Saini
Planning: Rajat Mendhi, Manisha Sain
Account management: Rohit Chatterjee, Nilza D’Mello
Chief creative officer: Josy Paul
CEO: Ajai Jhala
Agency producer: KV Krishna
Production house: Red Ice
Producer: Gary Grewal, Vandana Singh, Richa Krishna Lal