By Ory Wickizer
Why?
According to Hayley Child, the substance misuse and sexual violence and abuse strategy coordinator for Lincolnshire County Council, "The ‘Ask for Angela’ posters are part of our wider #NoMore campaign which aims to promote a culture change in relation to sexual violence and abuse, promote services in Lincolnshire and empower victims to make a decision on whether to report incidents."
Who?
The audience of this poster is women in bar bathrooms, but the audience of the campaign is any adult citizen in Lincolnshire County.
What?
The brand put up posters in women’s restrooms giving women in uncomfortable situations a way to discreetly get out of those situations. By using posters in women’s restrooms, the brand is targeting women directly, and giving those women enough privacy, space, and time to read the info on the posters.
*The ‘Ask for Angela’ idea adds huge social benefit to women and to the entire County’s culture.
Where?
It was done on posters in women’s restrooms in Lincolnshire County, UK, through *owned media. A tweet about the poster got over 36,000 shares on Twitter (*earned media).
Brand Purpose: To promote a culture change in relation to sexual violence and abuse, promote services in Lincolnshire and empower victims to decide on whether to report incidents.
An insight about the audience that did or may have driven the brand to do what they did:
The location of the posters is very insightful (it grabs just the right audience for the message), as well as the opportunity it gives for women in bad situations to -discreetly- get out of them (which, according to the article, is important because “Fear of causing a scene or being wrong can be paralyzing for people in an unnerving situation.”
http://www.adweek.com/adfreak/how-poster-womens-restroom-bar-cleverly-combats-sexual-assault-174370
oepediadotcom 