NEWS31 October 2018

TimeTo creates ad campaign

News UK

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.”