Objectives and strategy
The idea was to make as many people as possible aware of the reality of what women endure while walking through the streets of Brussels, and to do this in the most immersive way possible. We launched the platform and campaign on the 8th March for International Women's Rights Day. All the insults to be heard on the platform were taken from real testimonials collected by "Touche Pas A Ma Pote." The main target is 12-65 years old.
Execution and media
Launched on March 8th on the occasion of International Women's Rights Day, the campaign was launched on social networks using animated GIF banners, as well as guerrilla posters in Brussels. There was also a press conference.
We wanted to visualise and bring to life the reality of what women endure in our streets to a maximum of people.
We transformed the "GOOGLE STREET VIEW" into "HER STREET VIEW". The idea therefore transformed the drag and drop 'Pegman' on the map into a 'Pegwoman'. So just as the Pegwoman advanced and made her way through the streets of Brussels, you started to hear insults as part of a hyper realistic soundscape of noise from the streets. The insults, sadly, were real ones as they had been collected by the non-profit organisation "Touche Pas A Ma Pote".