Ontario Women's Directorate: #ItsNeverOkay

This case study describes how Ontario Women's Directorate, a Canadian government agency, found that through a lack of understanding of what constituted sexual harassment, witnesses often did not know what they were seeing; this campaign drove understanding and willingness to intervene.

Ontario Women's Directorate: #ItsNeverOkay

Uncertainty leads to inaction.

Sexual violence and harassment against women is shockingly prevalent in Canada.1

To understand why, we reviewed 20 years of behavioral studies, interviewed top behavioral experts, and analyzed sexual assault statistics. We found that most people in the Province of Ontario, Canada did not know what constituted acts of sexual violence or harassment, so were less likely to intervene when witnessing it.2

OWD's 'It's Never Okay' campaign put viewers in the victim's shoes – to experience first-hand what acts of sexual violence and harassment feellike, to help...

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