The Paywall Down campaign by L'Oréal Paris is part of the global awareness movement "StandUp: against harassment in the streets." The movement carries out anti-harassment training developed in partnership with the American NGO Hollaback.
L'Oréal Paris is using its public platform to spread awareness via an informative campaign video. The brand's mission is to circulate information to help combat harassment in public spaces. According to Laura Parkinson, director of L'Oréal Paris in Brazil, "as a world-leading female brand, we need to educate and inform, this is also our role."
The video showcases harassment case headlines based in Brazil, many locked behind website paywalls, resulting in little to no access to the news. Part of the Paywall Down campaign includes free access to every harassment news sponsored by L'Oréal Paris.
Branded Anti-Harassment Initiatives
L'Oréal Paris Launches the Paywall Down Campaign
Trend Themes
1. Anti-harassment Awareness - Brands can launch informative campaigns to raise public awareness and combat harassment in public spaces.
2. Free Access Movement - Campaigns that offer free access to news or information can disrupt the traditional paywall model and strengthen brand credibility.
3. Ngo-brand Collaborations - Collaborations with NGOs can help brands develop effective training programs and build a positive reputation while driving social change.
Industry Implications
1. Beauty - Beauty brands can leverage their public platforms to support social movements and create impactful campaigns that align with their core values.
2. Media - Media outlets can adopt a free access approach to promote transparency and increase engagement with their audiences.
3. Nonprofit - NGOs can collaborate with brands to develop training programs and awareness campaigns that address social issues and drive positive change.