timeTo, with the support of Lucky Generals, has developed a new short film to mark the start of the UK advertising industry’s Christmas Office Party season, asking any bystander witnessing sexual harassment what action should they take. The film, directed by Steve Reeves at Another Film Co, is part of timeTo’s drive to make the annual tradition for companies across the industry a safe and enjoyable time for all. It follows recent research from Credos which shows 70% of sexual harassment goes unreported while one in ten respondents from timeTo endorsing companies had experienced sexual harassment during the past twelve months.
The new campaign includes a new series of ‘Where Do You Draw The Line?’ executions in print and digital advertising formats which timeTo endorsing companies are being asked to feature around their festive celebrations. These executions, also developed by Lucky Generals, are drawn on real world examples of sexual harassment experienced by people within the industry. Every leader of a timeTo endorsing company will also receive their own festive reminder of the responsibilities for employee safety in the form of mistletoe along with a message from the timeTo team.
timeTo, a collaboration between the Advertising Association, NABS and WACL, and backed by ISBA and the IPA, is aiming to address the problem of sexual harassment in the UK advertising and marketing industry.
The campaign builds on the global #MeToo and #TimesUp movements with a recognition that all parts of the advertising industry are affected – all sexualities and genders, agencies, marketers and media-owners. It hopes to prove that, by taking action together, the industry will be better placed to make positive change to end sexual harassment.