TfL's Unsettling Interactive Film Aims to Eliminate Unwanted Sexual Behaviour
Transport for London (TfL), the Metropolitan Police Service, British Transport Police, City of London Police and M&C Saatchi have unveiled a new campaign, ‘Report It to Stop It’, encouraging people to report any unwanted sexual behaviour (USB) they experience on public transport.
Report It to Stop It is the next stage of ‘Project Guardian’ – a joint initiative from TfL and the police partners to eliminate USB on public transport.
The centrepiece of the campaign is a 70 second interactive film which communicates a zero tolerance policy on USB by raising awareness that people can and should report all behaviour that makes them feel uncomfortable, and that the police will take action as a result. Click here to view the interactive experience.
The film puts the viewer in the shoes of a woman who experiences a string of unwanted sexual behaviours that get progressively more serious. At each incident, the viewer can choose whether to report by pressing ‘yes’ or ‘no’.
Research showed that people were unsure what types of behaviours they could report. The video highlights that they can report any form of unwanted sexual behaviour that makes them feel uncomfortable on public transport, such as sexual comments or groping.
The voiceover, by celebrated British actress Olivia Colman, builds the tension as she talks directly to the viewer, placing them in the young woman’s position. Her tone remains neutral, always giving the viewer the opportunity to make his or her mind up.
TfL’s Mandy Courtney said: “90% of unwanted sexual behaviour on London transport goes unreported. Working with our policing partners we wanted to reassure the public through this communications campaign that we take every sexual incident seriously no matter what has happened. Sometimes people feel embarrassed to talk about it, but by reporting unwanted sexual behaviour you can help to stop it.”
M&C Saatchi worked with media agency MEC, production company TomBoy Films and interactive video specialist Innovid to create the interactive film. Promoted through Video on Demand channels such as All4, Now TV and YouTube, the film is primarily aimed at women aged 16 to 35.
Ed Palmer, Managing Partner at M&C Saatchi (UK) Group, added: “By giving viewers the opportunity to interact with this campaign, it encourages them to decide when to report. This will reinforce the understanding that this type of behaviour is never OK, and should always be reported.”
The campaign comprises of the interactive piece, a non-interactive version for YouTube and additional video on demand channels, a Tumblr page, online banners and a Z-card leaflet. All these assets serve to raise awareness of how to report any incidences, which can be done simply by texting what happened, where it happened and when it happened to 61016.
The Tumblr page will be the main hub for background on the campaign, providing information to help break down the barriers that prevent reporting unwanted sexual behaviour. Mirroring the short film, the page and leaflets use clear, direct language, and reassures all those exposed to USB that their reports will be handled seriously and sensitively, without the need for them to prove that it was a criminal offence.
Creative Agency: M&C Saatchi
Copywriter: Lucy Dale
Art Director: Michela Nicchiotti
Planner: Rosanagh Ker / Cressida O’Shea
Producer: Mary Fostiropoulos
Executive Creative Director: Elspeth Lynn
Designer: Alice Chan-Gibbins
Digital Developer: Dominic Hacking
Account Director: Christian Davis, Michael Wilton
Media Agency: MEC
Production Company: TomBoy Films
Director: Al MacKay
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