Background
We ran a survey in Estonia and found out that 73% of women and 32% of men have experienced sexual harassment in the nightlife setting. The Social Insurance Board approached us to tackle this widespread issue.
Creative
Campaigns addressing sexual issues often misplace their emphasis — on the victims. While the fault lies with the perpetrators. But a part of the problem is also the bystanders. As such, our campaign protagonist became a complete anti-hero, someone who most of us have been at some point in our lives.
“We know that collaboration is beneficial for creating effective campaigns. In this particular case, the whole shabang was brought to life with advocates of women's rights, the Police, venue managers, the city of Tallinn, and even nightlife specialists from Bristol and London.”
Impact
The campaign was supported by diverse discussions ranging from what the laws say to real-life stories. After all, advertisements are crucial for raising awareness. But words alone often fall short. So the Social Insurance Board began conducting training sessions.
Today, a lot of the nightlife establishments have gone through these training sessions and our communication can be found in majority of the hotspots. We’ve received overwhelmingly positive feedback and the campaign continues on two fronts: raising awareness and training the nightlife workers.
