Tackling Violence Against Women and Girls
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Through Her Eyes
‘Everyday’ sexist behaviour sits on a sliding scale of harm where, if not called out, can escalate into violence against women and girls. This abuse is often seen as an inevitable part of normal life because of deeply rooted misogynistic attitudes towards women and girls. Our campaign film with Southwark Council inspires men and boys to make it right by challenging their own attitudes and behaviour, and that of others.
In Southwark – and across the rest of the country – women and girls face sexual harassment from men and boys on a daily basis. 71% of women of all ages in the UK have experienced some form of sexual harassment in a public space. This number then rises to 86% among 18-24-year-olds.
We need more men and boys to see life 'through a girl's eyes', because once they see what it means and feels like to experience sexual harassment every day, they can help stop it.
Rather than focusing on those who experience it, we wanted the campaign video to remind boys and men of their responsibility to call out unacceptable behaviour and ultimately stop male violence against women and girls. We felt that the best way to do this was to swap gender roles and portray to boys and men what it actually feels like to be objectified and sexually harassed.
We developed a narrative that follows a teenage boy who is forced to navigate through the unwanted attention and sexual harassment from women and girls on his way to school. When writing the script, we collaborated with female talent from local universities to adapt language and nuances that would cut through to the target audience.
The campaign will be rolled out in local schools and youth groups to facilitate discussion about sexual harassment and gender equality, as well as OOO advertisements in the borough.
‘Through Her Eyes’ has been covered by multiple national press outlets, including The Mirror and Campaign. Mayor of London, Sadiq Khan, also provided public endorsement for the campaign.
Since it's launch, the film has been viewed over 360,000 times and has been shortlisted in the Local Government Chronicle for campaign of the year.