South Yorkshire Police fight to end Violence Against Women and Girls.
Campaign of the Year (not for profit) Nominee -
The Drum Purpose awards
Every night, thousands of women and girls across the UK are sexually harassed. But the onus is always on them: to cover up, to watch their back, to never walk alone.
South Yorkshire Police needed a campaign that would act as a rallying cry to everyone across the UK; to stand with women as allies and create spaces where they feel safe.
“No More” is a hard-hitting integrated campaign, featuring the faces and experiences of real women, who have faced acts of violence and sexual harassment on a night out. Targeting the night-time economy, this campaign holds aggressors accountable. And empowers women to stand up, stand strong, and say... No More.
We used the faces and experiences of real women, from all backgrounds, to create 25 powerful statements that address the microaggressions and acts of violence that women face daily. From inappropriate touching to unsolicited nudes, these statements formed the core message of ‘No More’. As the lead Art Director, I worked together with other female creatives, producers, and police officers, to create a campaign film that brought these experiences to life, shot on one of Sheffield’s busiest streets on a Friday night.
The bold approach to copy and art direction was intentional – designed to represent the defiance of women and communicate their assertion. That enough is enough.
With the campaign shared online and displayed OOH throughout South Yorkshire, it generated a nationwide response from men, women, victims, and even aggressors.
Many reacted with positive feedback.
Results
But there were some negative remarks which just couldn’t be ignored.
We were aware that the campaign would receive some backlash from men, but the purpose of the campaign was more important. Reactions like these proved just why the campaign was so important.
