The year is 2020 and Ad Nut is still reviewing campaigns that showcase the radical idea that women are people. Sadly, the stats show that, yes, the campaigns must go on.
Non-profit organisation The Women’s Foundation (TWF) in Hong Kong launched a major campaign this week to raise awareness on sexual violence and assault, of which one in seven women in Hong Kong have experienced. Despite the staggering numbers, 90% of women choose not to report their assault.
The new #MakePeopleCount campaign wants to break the taboo linked to speaking up, as well as to improve the support system for victims. So the foundation paired up with Wunderman Thompson and Hong Kong director Yan Yan Mak to produce an affecting three-minute video which journeys the life of a woman whose self-worth diminishes after twice being sexually assaulted. It’s a sensitively written and universally relatable story, one that left Ad Nut with a lump in the throat.
But more importantly than the video, the campaign calls for updated legislation including a recommendation to update the definition of consent, expanded definitions of rape and sexual assault, and protections against non-consensual upskirt photography among many others. It also calls for the government to work alongside social media companies to combat online harassment.
Altogether, the campaign is an exhaustive and well-researched list of actionable points, and that alone is worth commending. In fact, the video—in all its wonderfully produced glory—seems almost secondary here, but a powerful accompaniment nevertheless.
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