7 months ago
In the framework of the UN Women’s campaign to eliminate violence against women, McCann Worldgroup has created a spot that puts men in the same situations that women live on a daily basis. The overall campaign aims to raise awareness of the daily fear that women feel of being raped.
The campaign aims to raise awareness of sexual assault, and to promote changes in the attitude and behaviour of men. You can watch the chilling film below:
The advertising agency got involved last year after it signed up to the UN's “Women Empowerment Principles” initiative in the region. Fernando Fascioli, Regional President of McCann Worldgroup for Latin America and The Caribbean, said “we call for more actors to join in this task of UN Women and the great challenge to eradicate negative stereotypes and unconscious bias, but above all to the commitment of a more inclusive and non-violent society, mainly in the field of gender. It´s a big task and depends on actions from all of us at different levels”.
Sexual violence is an issue in all over the world. In Brazil, Panamá and Uruguay, 1 in 7 women have suffered physical and sexual violence. In Bolivia, Latin America and The Caribbean, at least 1 in 3 has suffered it at some time in their lives.
María Noel Vaeza, Regional Director of UN Women, highlighted that “though in recent years, survivors and activists have raised their voices to report and condemn this scenario through movements such as #MeToo, #TimesUp, #Niunamenos, #NotOneMore and #BalanceTonPorc, violence against adult women and girls is still common, standardised and deeply-rooted in our society”.
In addition, she also ensures that violence is omnipresent: “It´s in all countries and regions of the world. It´s in the advertising that objectifies women or hyper-sexualises girls; in the sexist "jokes" to which women are exposed in the work environment or in educational centres or in songs inciting sexual violence.”
The hashtag #NoMasViolenciaSexual is used to point out that one of the causes of sexual violence is due to the lack of empathy of men. Campaigns such as this encourage society as a whole to stop contributing to the cycle of violence.
Client: UN Women
Regional Director: María Noel Vaeza
Creative Agency: McCann Worldgroup
Regional President (McCann Latin America & The Caribbean): Fernando Fascioli
Categories: Awareness, Corporate, Social and PSAsMcCann LATAM, 7 months ago