Eurobest

Always Take A Stand

MEDIACOM ISRAEL, Tel Aviv / PROCTER & GAMBLE / 2017

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Overview

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Overview

Background

Being a teenager is tough. It’s a journey into the unknown.

It’s when you’re most likely to go on your first date, to have your first kiss, and most likely to attend your first job interview.

Sadly, it’s also when you’re most likely to experience your first breakup, sexual harassment for the first time or be the victim of shaming.

But these days shaming isn’t just confined to the classroom. It’s on social, on mobile – and girls are often too scared to stand up to the bullies.

Tragically, over the last 10 years such pressures have driven 35% more girls to consider suicide globally. Shaming affects one in five girls.

This was an issue Always, the market leader in the feminine hygiene space, was passionate about.

Drawing on the strength of its ‘Like a Girl’ campaign, our goal was to ensure teens felt strong enough to get through adolescence.

Execution

We launched our campaign on International Women’s Day with a pop-up VR booth in the centre of Israel’s biggest city, Tel Aviv.

As girls walked past, we challenged them to try our experience with a powerful rally cry: “Don’t be a bystander, take a stand”.

Once inside the booth, our videos made them the lead actors in a drama, with Karaoke-style subtitles telling them how and where to intervene.

We gave them both the confidence to know what shaming feels like but also the power to respond if they ever saw it again.

Huge TV screens relayed the drama to the watching crowds.

These experiences were transmitted across the nation via interactive 360-degree videos on YouTube, targeted at girls watching popular teen content.

Alongside this we built support and coverage for our movement to “take a stand” by creating a national a petition to end shaming.

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