There are no shades of grey in a new, multi-pronged government campaign to combat sexual violence.
In a gritty new spot from Leo Burnett that will air on television after 9 p.m. and in movie theatres, the viewer is asked to pick a side as scenes depict women in situations of sexual harassment and violence. The minute-long clip starts with hand-held video of a girl at a party being undressed by a young male, who turns to the viewer and says: “Thanks for keeping your mouth shut.”
Other scenes continue in the same vein: A male office worker inappropriately touches his female colleague; A high school boy shows his classmates intimate photos of his young girlfriend; A man spikes the drink of an unsuspecting woman at a bar.
Throughout all of the scenes, the spot asks if viewers will remain silent and help the attackers, or speak out and help the victims.
It’s powerful stuff that is all part of an ambitious, three-year campaign called “It’s Not Ok.” Launched by Ontario Premier Kathleen Wynne’s government, the program is designed as a roadmap to end sexual violence.
On social media, the program is adopting the same black-or-white approach with the hashtag #whowillyouhelp, and it’s hoped that victims, advocates and regular citizens will speak out about sexual violence.
The $41-million awareness blitz and educational program come after a long line of high-profile sexual assault cases.
Recently, allegations were made public against celebrities such as former CBC host Jian Ghomeshi and comedian Bill Cosby.
Wynne said the timing wasn’t a coincidence.
“Over the years, every time one of these stories breaks, we’ve once again started the conversation. Then very little or nothing changes. Well, time’s up,” said Wynne, speaking at the campaign launch in Toronto last week.
Much like the clip’s blunt but truthful treatment of the issue, Wynne made no apologies for the disturbing nature of the video campaign.
Wynne said the television advert is “key” to the program, because it shows real-life scenarios. In fact, she said “sexual violence and harassment is rooted in deeply held beliefs about women, men, power and inequality.”
While the TV spot is anchoring the whole awareness program, written materials will also be sent out in 25 languages to schools and workplaces.
Plus, proposed safety legislation is also included in the plan, and if passed, will give employers new guidelines on how to deal with sexual assault in the workplace. It will also force schools and universities to maintain higher standards to prevent such incidents.
The TV spot will be supported through the spring with print, OOH and social. Zenith Optimedia handled the media buy.
