timeTo: Where would you draw the line?

timeTO, an initiative created by The Advertising Association, NABS and WARCL to end sexual harassment in the UK advertising and marketing industry, made three films depicting familiar interactions slowly becoming outright sexual harassment – allowing people to question their own actions and experiences.

Campaign details

Brand: timeToClient: timeToAgency: Lucky Generals

Summary

As planners, we all know the dangerous appeal of the safe strategy. The brief that won't get us in trouble.

Working on the timeTo initiative to end sexual harassment in our industry, the pull of that safe option was incredibly strong. After all, this is an issue no one wants to be on the wrong side of.

The safe thing would have been to brief an entertaining campaign that condemned all instances of sexual harassment outright.

A campaign that presented sexual harassment as simple black and white....

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