In 2016, there were a number of sexual assault trials that had people fiercely debating the validity of the victims’ claims. We saw it happen during the Jian Ghomeshi trial – when people on social media said the victims asked to be assaulted because they kept going back to him. Then we saw it happen again when a judge asked a sexual assault victim why couldn’t she just keep her knees together. There were so many incidents of victim blaming, the YWCA was compelled to do something about it. But instead of just telling people not to blame victims of sexual assault, they had people experience the cruelty of blaming a victim for wearing a crop top or a pair of tight pants.

Implementation:

Here are the elements that made Blamé feel like a real fashion brand launch:

-A store front on Toronto’s hippest street

-A website with items selected by a fashion consultant

-Each clothing item referenced a real life incident of victim blaming

-A glossy launch campaign, including beautifully shot teaser videos

-Fashion influencers to create buzz

Timeline: November 21 – December 6th, 2016

Wearblame.com is still live

Media Channels:

-Pop up store

-Online store

-Twitter

-Instagram

-Wild postings

-Digital banners

-Influencers

Scale: National

Value added to brand: The campaign helped the YWCA remain a leading and respected advocate for women’s issues in Canada.

Reach/impact: Blamé created lots of good discussion on social media and in the news. It helped people gain a real understanding of the damaging effects of victim blaming. Shortly after Blamé launched, the National Judicial Council recommended that Justice Robin Camp, the judge who asked a sexual assault victim why she couldn’t keep her knees together, be removed from the bench. He resigned two months later.

Achievement against brief: People who experienced Blamé are more likely not to victim blame.

Results Overview:

-5 million social media impressions

-200 people attended the 3-hour store opening event

-100 people visited the store the following day

-7,000 visits to wearblame.com

-1185 uses of the unique campaign hashtag #NeverBlameTheVictim in two weeks

-1 Federal Judge resigned

Data Gathering: Only 3 out of every 1,000 rapes result in a conviction. One reason why this number is so low is because many women don’t report their sexual assault for fear of being victim blamed.

Target audience: Everyone.

Approach: The Blamé store was designed for people to experience victim blaming. When they walked into the store and saw a piece of clothing they liked, they were shocked that something they would wear could be used to blame a rape victim. After the experience, people understood victim blaming on a personal level, making them an advocate for our cause.

Brand values regarding gender representation: YWCA Canada is the country’s oldest and largest women’s multi-service organization. It’s also the nation’s single largest provider of shelter to women and children fleeing domestic and sexual violence. 

They work tirelessly to protect the rights of women and provide them with better opportunities through free services and programs.

When women who have been sexually assaulted are told by a police officer or even a friend that they “asked for it” because of what they were wearing, they’re being told it’s their fault. But at the YWCA, they believe women and stand behind them.

Brief: Create an integrated campaign to raise awareness of the unnecessary cruelty of victim blaming.

Objectives: To make people think twice before blaming a victim of sexual assault.