The UK ad industry’s response to the #metoo and #timesup movement is using the start of the Christmas office party season to encourage bystanders witnessing sexual harassment to take action.
A short film, created by Lucky Generals, aims to make Christmas parties safe and more enjoyable for all. It follows recent research from the Advertising Association’s thinktank Credos which found that 70% of sexual harassment goes unreported, while one in 10 respondents to the survey had experienced sexual harassment in the past 12 months.
The campaign includes a series of print and digital executions asking ‘Where do you draw the line?’. Companies that have endorsed timeTo are being asked to feature these ads around their festive celebrations.
The ads draw on real world examples from people within the ad industry. One execution reads: “It’s Christmas/don’t be a bore/one kiss won’t hurt/it might even help.”
Another says: “It’s nice to see you/looking so good/in your party outfit/I should make it office policy.”
Alongside the campaign, the leader of every company that has endorsed timeTo will receive a festive reminder of their responsibilities for employee safety in the form of mistletoe with a message.
TimeTo chair Kerry Glazer says: “This new campaign brilliantly brings into sharp focus the important role of the bystander to report incidents if they witness something happening. This vital shift in behaviour will be of benefit to all as we make sure the workplaces and social gatherings across UK advertising are safe for all.”
TimeTo is a collaboration between the Advertising Association, NABS and WACL, and backed by ISBA and the IPA. It aims to address the problem of sexual harassment in the UK ad and marketing industry, and show that by taking action together the industry will be better placed to make positive changes.