Behavior changing campaign on sexual harassment for Transport for London. Film. Digital. Print.
Report it to Stop it 🛑
Our task was to promote Project Guardian by Transport for London, which is a team dedicated to reporting sexual assaults on London public transport. We aimed to encourage people to report any uncomfortable incidents by showing how ignoring such behavior could lead to it escalating. We created an interactive film where the viewer wears a woman's shoes and experiences a series of unwanted sexual behaviors that become progressively more and more serious. At each unpleasant event, the viewer is asked whether they would report it, and their answer affects the story's outcome.
Throughout it, the actor Olivia Colman narrates what is happening, and repeatedly asks: “Would you report it?”
Results: "Report it to stop it" has received more than 13 million views, while the website has received nearly 12,000 visits on the first day with an average time spent on the site of over 2 minutes. The campaign has also been covered by BBC2 TV and by BBCRadio2 for half an hour.
The Guardian has picked up the subject highlighting its success: the video has been watched more than 14m times and 36% more people have reported unwanted sexual behavior, with a 40% increase in arrests.
