Campaign developed by WMcCann and Lema+, in partnership with NEOOH, includes digital and physical activations
L’Oréal Paris has launched a campaign called #NãoDouPassagemProAssédio, developed by the agencies WMcCann and Lema+, to raise awareness about street harassment. With the aim of intensifying efforts to combat the problem and encouraging adherence to the training program developed by L’Oréal Paris, in partnership with the NGO Right To Be, Stand Up, the campaign seeks to educate the public, using messages that invite them to notice harassment, become aware of the problem and intervene safely.
Based on a mapping of the city of São Paulo, identifying areas with the highest incidence of harassment cases, geolocated notifications are sent to the mobile devices of people present in these locations, inviting them to be aware of their surroundings and act safely. Users also receive a second alert, encouraging them to participate in the Stand Up training to train both victims and witnesses to intervene in harassment situations. In the metropolitan region of Rio de Janeiro, the strategy connects the points where out-of-home media actions take place and the action involving notifications.
In addition, digital totems in bus shelters and displays in subways and trains in São Paulo and Rio de Janeiro highlight the campaign message in all carriages, while special NEOOH totems in Parque Villa Lobos, in São Paulo, emit sound signals every 85 minutes, connecting with the company’s research that revealed that 85% of women in the country have already suffered harassment on the streets.
“By combining digital assets, creativity and technology, we are taking this important debate to the public space, impacting the largest possible number of people in one of São Paulo’s main parks, generating engagement and interactivity. The experience was designed to, in addition to the audible warning, bring a QR Code to our digital totems that allows access to online training against harassment, going beyond the immediate impact and increasing awareness”, explains Juliana Marques, head of planning at NEOOH.
The strategy also includes paid partnerships on the podcasts “Bom Dia Obvious” and “Mamilos”, on Eletromidia’s proprietary channels such as TV Minuto, Uber, as well as investments in the TikTok and Meta platforms.
