Unique Messaging for Victims and Witnesses with an Interactive Ad Unit
The brand aimed to generate awareness among two audience cohorts: victims and witnesses by delivering unique messaging to each of them. Evidently, the journey and needs of each cohort are different: while victims go through physical and mental turmoil due to harassment and need to gain their self-confidence back, witnesses are often unsure of the ways to approach and intervene in such situations.
1. Empowering Victims to Stand Up
To educate victims to address such situations and deal with them effectively, L’Oréal created an interactive ad unit with the right mix of rich media and video ads in three simple steps:
Step #1: The full-screen rich media creative introduced women to the StandUp initiative and helped them understand that the first step in fighting sexual harassment in public spaces is by acknowledging if they had ever “Been a victim” of it. The mobile-first experience ensured that it was a personal and safe space for women to take this crucial step.
Step #2: Every victim, who was ready to take a stand against harassment, was encouraged to gauge their preparedness through an interactive vertical video. The video presented viewers with a hypothetical harassment situation and elicited their response to stop it.
Step #3: Having chosen to not look the other way, the victims were then invited to join the StandUp training program along with 140,000 people across the globe so they could learn to fight back and cope with the trauma.
2. Encouraging Witnesses to Take Action
More often than not witnesses want to take action but do not know what to do. With 86% of witnesses not knowing the ways to help victims, L’Oréal encouraged witnesses to learn the appropriate steps to intervene.
Step #1: The customized creative for citizens who identified themselves as witnesses presented the proven 5D formula for preventing or stopping street harassment.
Step #2: Through the StandUp training program, witnesses were invited to learn how they could delay, distract, document, call the harasser out, or ask for help in such a situation.
In both instances, once a user clicks on the CTA ‘Join Training,’ they are redirected to the digital training program facilitated by Stand Up International, where users can access necessary training sessions.