#TakeOutTheTrash _ Integrated Campaign
United Colors of Benetton
Brief:
The brief is about making sexual assault a problem men and women feel compelling to talk about with one another.
Insight:
Many men don’t participate or acknowledge anti-sexual assault movements like #MeToo. They did not want to be part of it since popular hashtags like #MenAreTrash generalise all men. Conforming to it would mean a self-insult. Even though only a minority of men commit “heavy” sexual assault, “light” harassment has been tolerated by western culture and it does not penetrate to the conscious attention anymore.
Concept:
I took the movement #MenAreTrash, which was very popular in South Africa, but largely misunderstood due to its wording, and rephrased it to #TakeOutTheTrash. Societally it’s considered a man’s household duty to bring the waste outside. By using the same words the campaign aims to trigger them with familiarity in order to act and stand up against sexual harassment in everyday life.
The suffocation in a plastic bag is a visual metaphor for the suffering of victims.
