The anti-harassment campaign heads to Cannes Lions 2019 with industry support, writes LBB’s Laura Swinton
As the rosé flows and crowds gather on beaches, in villas, on hotel terraces and, inevitably, on the road around the Gutter Bar around 4am, the Cannes Lions week fosters plenty of opportunity for networking and meeting up with new friends and old from around the world. Unfortunately, it also fosters the sort of situations that can give rise to sexual harassment.
That’s why timeTo is bringing its ‘Where Do You Draw the Line’ campaign to the Croisette. The multiplatform campaign developed by Lucky Generals, has a new Cannes-specific set of executions and a new short film from Another Film Co’s Steve Reeves.
And the campaign looks like it will be unmissable, with extra OOH oomph provided by JC Decaux, who will provide ad space in key airports. Cannes Lions owner Ascential is also backing the campaign, providing digital signage in the Palais.
The decision to target Cannes is backed up by research carried out in the UK industry last year by charity NABS, explains Lucky Generals' Helen Calcraft. “We know alcohol, evening events and travel away from home are our highest risk areas. Cannes is a unique industry moment where we see the best of creativity the industry has to offer alongside some of the most appalling behaviour," she says. "This is an industry spotlight moment for us to efficiently and effectively resurface debate post launch, raise further awareness and directly impact behaviour. We need everyone to consider where they draw the line at Cannes.”
In the spirit of timeTo, the executions encourage attendees to question their behaviour, and to ask themselves whether they might be making others feel uncomfortable or exploiting their positions of power. On the other hand, it also aims to empower those on the receiving end of unwanted attention - as well as bystanders.
On top of social and OOH activity, timeTo will also distribute branded sunscreen at key locations. Moreover, a cross section of the UK industry that has been involved in timeTo will be sharing their experiences and insights with the global community at a special session in Le Jardin de Clear Channel on Wednesday June 19, 2-3pm. Speakers include Helen Calcraft, Founder, Lucky Generals, Alice Archer, Director of Communications, IPG Mediabrands EMEA, Ollie Easthope, RAPP and Stephen Woodford, Chief Executive, Advertising Association.
Since launching last year, timeTo has also received support from across the trade press, and that looks set to continue in Cannes. There will also be activity in The Drum Arms and on the Little Black Book beach, as well as through editorial and advertising inventory support from mediatel and Creative Brief.
The aim of timeTo is to eradicate sexual harassment in the UK advertising and marketing industry by establishing acceptable standards of behaviour and offering guidance to colleagues. The campaign builds on the global #MeToo and #TimesUp movements with a recognition that all parts of the advertising industry are affected – all sexualities and genders, agencies, marketers and media-owners. It hopes to prove that by taking action together the industry will be better placed to make positive change to end sexual harassment.