Problem
Research shows that the root cause of sexual harassment is toxic masculinity and historical views on gender.
Insight
Young men with the strongest belief in “toxic masculinity were 10x more likely to harass than those who didn’t”. By targeting men at a young age, we can change their views on how they can treat women.
Solution
This will happen through a social media and environmental campaign for men who are just about to start university. The audience will be encouraged to call out their friends when they see sexual harassment occur.
The social media campaign intends to create personal internal reflection, while the environmental side of the campaign is intended to create conversations within male friend groups.
Illustration
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Frame by frame animation
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Art direction
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Layout
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Illustration 〰️ Frame by frame animation 〰️ Art direction 〰️ Layout 〰️
3 types of sexual harassment
Each type of harassment is represented by a different character in the form of a mythical monster; the cyclops, the kraken and Cerberus.
campaign catchphrase
Students can use the term ‘leave it out’ when they witness any form of harassment. This is a lighthearted way of telling a peer what you think of their actions without having to come up with something to say.
