CREATIVE IDEA EXPLANATION

React strongly when you’re treated like a sex object in your workplace

Harassment at work affects over 80% of Polish women, but it is still treated as a topic for ridicule or as an artificially inflated problem. Our challenge was to reverse this narrative, make the scale of the problem clear and provide women real tools for self defense.

As harassment reduces women to the position of a sexual object, we showed an inflatable doll as an employee of the office, health service and factory to let everybody realize how it feels to be a woman harassed at work.

RESULTS

We gained more than 2 mln views on social and digital media. Thanks to the provocative character of the campaign, workplace harassment of women has been widely discussed and is no longer a taboo in Poland. Women became aware they are not defenseless and learned about the possibility of taking specific legal action against their harassers.