Brief: 9 out of 10 cases of unwanted sexual behaviour on London’s transport system was going unreported. Get more people to report.
Idea: An interactive video where the viewer is put into the shoes of a victim of unwanted sexual behaviour. Each line of dialogue is inspired by thoughts and concerns of real victims. The campaign made international press and resulted in a 39% increase in reports.
Non-interactive version:
Re.
In the interactive film, viewers could choose to report YES or NO at every stage of the incident, leading them to a different ending. But the message remained the same: you can report anything that makes you feel uncomfortable.
This also lived on a special built Tumblr site, which housed additional information about how to report and gave reassurance to victims.
International press coverage
