Timeto has recently launched a campaign about sexual harassment. The Timeto campaign asks the question “Where Do You Draw The Line?” , the campaign aims to put a focus on sexual harassment in the Uk advertising industry. Over 100 agencies in the UK have thrown their support behind the new Timeto campaign.
About The Campaign
The Timeto campaign was created by Lucky Generals and would appear across multi-platforms. It will appear across a range of media including print, out of home, social media, a range of advertising and marketing websites, cinema and via ECRM over the coming weeks and months. The Timeto was created to shine the spotlight on sexual harassment in the Uk advertising industry. The ads contain real-life examples of uncomfortable scenarios that can be viewed as sexual harassment. The ads feature real-life experiences of people working in the Uk advertising industry. The Timeto ads have been designed to encourage people to think about where the line exists between normal interactions and something that has the potential to be more sinister (sexual harassment).
The Timeto campaign was inspired by the research on sexual harassment levels in the Uk. The research was conducted by Timeto, the campaign is the next stage of a plan. The plan seeks to unite the Uk advertising industry in a fight to wipe out sexual harassment. They plan to do this by creating standard guidelines for proper behaviour during colleague interactions. The campaign launched three 60 second online adverts, the adverts depict real-life situations that seem normal but can be very inappropriate. The ad was directed by Steve Reeves at Another Film Co. The campaign will also run out-of-home campaign ads, the ads will run in highly targeted locations. The out-of-home ads will run at industry packed areas.
Agencies Unite to Support Timeto’s Campaign
Over 100 agencies in the Uk have united to support the Timeto campaign. Agencies who have thrown their support behind the campaign include WPP, VMLY&R, Ogilvy, Grey, OMD, TBWA\London, MullenLowe, AKQA, Blue 449, Carat, McCann, Wieden + Kennedy, GroupM, Starcom, Isobar and Kantar, plus certain media outlets including the Guardian and Campaign. A full list of Timeto’s signatories can be found on its website
The Timeto Online Ads
In the campaigns first online ad called Hotel, a female employee is shown to be working late on a business trip. A male colleague approaches her and makes suggestions, in an increasingly forceful manner. He urges her to come back to his hotel, while she casually objects. Throughout the video, a red line is drawn to show where this male colleague was crossing the line.
In another ad called “pitch”, an agency team has just received the great news that they’ve won new business. The person who received the call is seen to be very excited. A male colleague makes her feel uncomfortable with his actions and gestures. A red line is also drawn everytime he is inappropriate.