TimeTo creates ad campaign

UK – The advertising industry’s initiative to eradicate sexual harassment, timeTo, has launched a campaign highlighting the issue by posing the question ‘Where do you draw the line?’

TimeTo where would you draw the line_crop

The multi-platform advertising campaign, with creative by Lucky Generals, will appear across a range of media including print, out of home and social media.

It includes examples of increasingly uncomfortable situations based on real life experiences of people working in the UK advertising and marketing industries and is designed to encourage people to think about where the line exists between normal conversation and interaction, and something potentially more sinister.

Three 60 second online adverts, directed by Steve Reeves at Another Film Co, will run online while out-of-home campaign ads will run in  industry-adjacent locations.

Where do you draw the line? is based on timeTo’s research earlier this year into sexual harassment in the UK advertising and marketing industries.

Stephen Woodford, CEO, Advertising Association, said: “The UK is a world leader in advertising and it is therefore right that we should also be at the forefront of efforts to make our industry a secure and safe industry for all our people.”

Helen Calcraft, founding partner, Lucky Generals, added: “Our survey confirmed that sexual harassment is a real and present danger in our industry. But it is not always a simple/binary issue of good and bad people. It can be nuanced, even unintended sometimes; but it is often an abuse of power. So, our work is deliberately designed to be thought-provoking as opposed to judgemental.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts