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