TimeTo recently unveiled a Christmas campaign that targets bystanders who witness sexual harassment.
The commercial begins at a nightclub with a friend witnessing uncomfortable advances made by another man to his female friend. The aggressor offers the woman a shot of alcohol to "loosen her up a bit," and from the bystander's face, it's obvious he does not agree with this type of behavior, however, he remains silent. The TimeTo video ends by asking viewers: "where would you / draw the line?" and advises bystanders if they witness sexual harassment to contact NABS confidentially or tell someone trustworthy.
The commercial was directed by Steve Reeves through Another Film Company and had creative assets designed by Lucky Generals. Helen Calcraft, a founding partner at Lucky Generals, said: "Sexual harassment is a real and present problem in our industry and the Christmas office party is sadly a high-risk environment for many. It is totally unacceptable for anyone to leave their company party feeling upset, compromised or diminished."
Key Themes Behind This Trend
- Bystander Intervention
- Disruptive innovation opportunity: Develop technology or services that empower bystanders to intervene and prevent sexual harassment.
- Sexual Harassment Awareness
- Disruptive innovation opportunity: Create educational platforms or campaigns to raise awareness and educate people about sexual harassment.
- Confidential Reporting Systems
- Disruptive innovation opportunity: Build secure and confidential reporting systems for victims and witnesses of sexual harassment.
Where This Applies
- Advertising
- Disruptive innovation opportunity: Incorporate anti-sexual harassment messaging and campaigns into advertising strategies.
- Film Production
- Disruptive innovation opportunity: Produce films and commercials that address the issue of sexual harassment and promote positive change.
- Technology
- Disruptive innovation opportunity: Develop technology solutions to combat and prevent sexual harassment in workplaces and social settings.
