The Question
OK, this is a tough one. How do you make the average guy on the street see that a wolf whistle is one end of a sliding scale and at the other end of that scale is physical abuse and violence?
Welsh Assembly Government – Violence Against Women
The Answer
Challenge the attitudes of gender inequality in Wales by highlighting the role of basic sexism in violence against women. Access asked, “Where does harmless end and abusive begin?” in a series of TV ads, outdoor posters, an online toolkit, pr and online advertising that featured typically sexist situations.
The Results
The campaign had a high level of spontaneous awareness at 43%, rising to 54% when prompted. Research showed a positive shift in attitude as a direct result of the campaign. The website had 10-times more viewings than others supported by the Welsh Assembly Government within its first 2 days, and of all the videos ever made, clocked up 68% of viewings by the end of the campaign.
