Ontario Women’s Directorate: #WhoWillYouHelp

 

To combat sexual harassment and violence in Ontario their government came up with a paid campaign to address the issue.  They decided to talk about the grey area that some felt if they should get involve and stop it from happening. The campaign had a hashtag of #WhoWillYouHelp followed with TV ads. The TV ads started with the harasser thanking the viewer for not getting involved then soon after they had the victim thank them for helping. Prints ad were also created in multiple languages  along with outdoor ads.  The effect the ads had were that the percentage of people that felt they had an obligation tot help increased by 21 percent and the amount of people who felt that they had a hand in it increased by 16 percent.

 

http://0-www.warc.com.library.unl.edu/Content/ContentViewer.aspx?MasterContentRef=8a845b50-1c21-429d-b644-8e7017582622&q=non+profits&CID=A106874&PUB=ARFOGILVY

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