L'Oreal Paris begins Asking For It campaign
By Rob Bale
Cosmetics company L’Oreal Paris Canada has begun a campaign called “Asking For It” in association with non-profit organization Right To Be. The campaign, developed by McCann of Montreal, focuses on the issue of the street harassment of women. The campaign is part of a joint initiative of the company and the organization called Stand Up, which encourages consumers to intervene in harassment in public places. The national campaign consists of posters depicting phrases that might be used as excuses by harassers, accompanied by an invitation for passers-by to tear the poster down. A second poster underneath includes a QR code that links consumers to online information about Stand Up training sessions. The campaign will run for four weeks and wil also include digital ads and social media content. Media work is being handled by Wavemaker Canada, with public relations by Macintyre Communications.
“The creative is purposefully provocative in order to draw attention, but also to make people realize that if they don’t agree with these statements, then they should divert their anger into being part of the solution,” said Dave Roberts, executive creative director at McCann Montreal.