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L'Oréal Paris: Harassment Advisory, 1


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Reruns are popular in Brazil. Soap operas, series and old movies continue to be very successful on streaming, open and closed TV. However, it is a fact that some of these classics reproduce harassment scenes in a natural way, such as 'funny' lines, stolen kisses that represent passion and that famous 'whistle', considered a compliment. To raise awareness of these types of content with normalized harassment, L'Oréal Paris, which has been fighting alongside women for decades, created “Harassment Advisory”, an open source platform that helps identify and classify different types of harassment in television content. The initiative is part of the 'StandUp: against harassment in the streets' project, a global awareness and anti-harassment training movement developed by L'Oréal Paris in partnership with the NGO Right to Be, which offers free training to help people intervene safely in the face of situations of harassment, both as a witness and as a victim. Created by WMcCann, “Harassment Advisory” was based on the 'StandUp' training methodology, which proved to be effective in reducing cases of violence by 17%, and listed eight different types of harassment that could be present in the shows, such as inappropriate comments, stalking, unwanted gestures, non-consensual touches, public humiliation, among others.
Credits Other credits

Brand team: Laura Parkinson, Marcella Conde, Carolina Garello, Monique Maltaroli e Fabiola Duarte

Chairman: Hugo Rodrigues

CEO: André França

Executive VP WMcCann Rio: Marcio Borges

COO & CSO: Renata Bokel

Planner: Luiza Portella, Marianna Valmoré e Julianna Villar

Content Head: Patrícia Colombo

Content: Stella Peixinho, Natalia Pennacino, Rodolfo de Oliveira, Lorena Manso, Daniella Brandão

Account: Ana Paula Perdigão, Katarina Nunes e Renata Castello Branco

Media VP: Andreia Abud

Media: Romana Oliveira, Clauder Sousa, Perla Ribeiro, Beatriz Matte, Priscilla Edmundo, Ana Chasco, Letícia Leitão, Marcella Prates

BI: Felipe Borges, Ingrid Barros, Danilo Borges

Production Director: Camila Naito

Production: Bianca Repsold e Mariana Veronez

Production

Post Production Company: Craft Brasil

Capture: Filmin

Executive producer: Shunji Ikuta

Direction: Andre Nagae

Motion: Rafael Ranulfo e Matheus Matusalém

Sound Mix: Lucas Duque

Sound Studio: Sonido

Sound Studio Account: Ligia Susini

Graphic production: Mauricio Martim e Nereu Marinho

Finishing artist: Claudio Costa

Retoucher: Flavio Sato

Proofreader: Renata Fontes

Project Manager: Erika Casal, Felipe Ribeiro, Samantha Faria e Larissa Santos

PR: Kerena Neves e Giulia Camargo

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