NINCH Company has partnered with L’Oréal Paris to launch an anti-harassment campaign. The digital communication company transformed Parque Hundido with the experience “The Path of Voices.” “We transformed a public space into a place for reflection, encouraging people to speak out, learn new tools, and join this movement for change,” the company stated in its official release.
45.6% of women have been assaulted in a public space at least once in their lifetime. The majority (64.8%) of victims have been assaulted on the street or in a park. For this reason, L’Oréal Paris launched its new campaign “I Don’t Allow Harassment” for Stand Up: Against Street Harassment, aimed at raising awareness about this individual and collective problem.
In Mexico, 8 out of 10 women are victims of this type of abuse. To address this issue, Ninch created “The Path of Voices,” a corridor that comes alive through sounds and objects.
Anti-harassment campaign
Through phrases such as “what you hear is harassment, you’re not alone, let’s go together, don’t walk alone, I’ll take care of you, we deserve to walk safely, and zero tolerance for street harassment”, among others, passersby in the park were made aware of this issue. Additionally, the 5 D’s methodology was positioned within the messages: distract, delegate, document, vent, and address the harasser. This method aims to create a method of action.
“The main challenge was to create an experience that would highlight street harassment and invite people to reflect on their own role in the solution. We transformed a public space into a place for reflection that encourages people to speak out, learn new tools, and join this movement for change”, shared Agus Pérez, Regional Content Director of NINCH Company.
The exterior of the immersive corridor featured mannequins that alluded to the problem of harassment. To strengthen this important campaign, the NINCH Company PR team invited content creators to go viral with this message. Comments about clothing or makeup, unsolicited photos, and even stalking are all part of this type of violence experienced daily.
Influencers took various shots at “The Path of Voices” to publicize the phrases that represent harassment. In this way, they spread the positive sounds and messages through their networks and strengthened the Stand Up program by talking about the 5 D’s. “The experience will not seek to make anyone feel small, but rather part of a necessary change,” the company stated.