Created by WMcCann, the “Education Classification” action is part of the brand’s “Stand Up” project, which aims to act against harassment
L’Oreal Paris has launched a platform that helps to identify and classify different types of harassment in television content, called “Educational Classification”.
Created by WMcCann, the action listed eight different types of harassment that could be present in the works, such as inappropriate comments, inappropriate looks, unwanted gestures, non-consensual touches, public humiliation, among others.
The initiative is part of the “StandUp: against harassment in the streets” project, a global awareness movement and anti-harassment training developed by the company in partnership with the NGO Right to Be.
With the launch of the StandUp platform, we understand that our role goes beyond alerting and talking about situations of harassment on the streets. It is essential to start from education as an engine for transforming society. The ‘Educational Classification’ comes to complement this story, expanding the horizon of teaching the subject, showing how acts and actions that were previously naturalized must now be looked at with care and attention. It works as another form of alert against harassment. L’Oral Paris, whose mission is to support female empowerment, wants to follow this path, that of reinforcing the value of each woman on her path. explains Laura Parkinson, director of LOral Paris in Brazil, explained Laura Parkinson, director of LOral Paris in Brazil.
The first works to go through the classification were in partnership with Vix, streaming by Televisa. The goal is for other platforms to join the action as well.
We created Classificao Educativa by understanding the whole scenario of the brand, which has been using education as a strong weapon to combat harassment. If, in a first moment of the initiative, with the launch of StandUp training, we had Paywall Down, where we brought clarity on the themes, now we want to show how harassment naturalized in content should also serve as an educational alert. Even because in old content this is very present, said Mariana S, CCO of WMcCann.
In addition to the alerts at the exhibition of works, the project also offers anti-harassment courses for TV stations, production companies and other streaming channels with the intention of breaking with the perpetuation of naturalized harassment in any type of audiovisual content.
