OK, this is a tough one. How do you make the average guy on the street see that a wolf whistle is one end of a sliding scale and at the other end of that scale is physical abuse and violence?
Challenge the attitudes of gender inequality in Wales by highlighting the role of basic sexism in violence against women. Access asked, “Where does harmless end and abusive begin?” in a series of TV ads, outdoor posters, an online toolkit, pr and online advertising that featured typically sexist situations.
The campaign had a high level of spontaneous awareness at 43%, rising to 54% when prompted. Research showed a positive shift in attitude as a direct result of the campaign. The website had 10-times more viewings than others supported by the Welsh Assembly Government within its first 2 days, and of all the videos ever made, clocked up 68% of viewings by the end of the campaign.
“The creative engaged and resonated well with the audience and contributed towards measurable behavioural change. Access handled a difficult subject matter with aplomb and should be congratulated for turning around the project so quickly while maintaining a high level of professionalism”