When we see someone drop something or fall over the street, we instinctively step in to help. Why don’t we have the same reaction when we see someone being harassed?

Most of us want to do something to help but don’t know what to do or how to go about it. There is the fear of danger – the person may be aggressive or a threat to personal safety. We might even think that it is none of our business.

In 2019, the Ipsos survey conducted in eight countries, 78% of the 15,500 women interviewed claim to have been harassed at least once. Only 25% said that someone intervened.

L’Oréal Paris has decided to take action. Why? Because L’Oréal Paris stands for empowerment in every walk of a woman’s life. By removing obstacles preventing women from fulfilling their ambitions, we are committed to elevating their sense of self-worth. Harassment not only affects women physically but mentally too. No form of aggression should be taken lightly.

To ensure the campaign’s success, L’Oréal Paris has partnered with Hollaback! an NGO dealing exclusively with street harassment.

Learn how to respond to street harassment.
Take the training: https://www.standup-international.com/in/en/

When you look at fashion and beauty media coverage, you notice an unwavering trend: Youth. While 40% of Women are over 50, only 15% are represented in the media. No wonder these women feel invisible. Age discrimination is a serious issue across all media industries. So, L’Oreal Paris created The Non-Issue: an 80-page print campaign in the form of an actual Vogue that makes age a “Non-Issue.” It’s everything you’d expect from Vogue, and all the content was made by and dedicated to women over 50. All the models and contributors are over 50.

The articles, fashion shoots and features all treat aging as a normal aspect of everyday life, making the topic relevant for every age group of readers. The content ranges from career stories to personal anecdotes to advice about menopause. And, of course, the Cover. In April, 220,000 copies hit the newsstands. Page by page, the message spread across the world, putting women over 50 back in the spotlight. In less than one month, the Non-Issue had reached greater coverage than Vogue’s most successful September fashion issue.

Credits
Advertising Agency: McCann Paris
Campaign: The Non-Issue
Client: L’Oréal Paris

This campaign is about:
Cannes Lions, Digital Campaign, Print, Print Advertising, Magazine

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Tags:
Influencer campaign, Digital, L’Oréal Unbelieva’brow, Beauty, Cosmetic, Skincare, Digital Campaign, Social Media, Awareness Campaign, L’Oréal Paris, MediaMonks