Rail Delivery Group
Sexual Harassment: Zero Tolerance
The Challenge:
With so many women experiencing sexual harassment in public, RDG needed encourage bystanders to intervene.
A shocking 7 in 10 women have experienced some form of sexual harassment in a public place, meaning that millions will have directly, or indirectly, witnessed this behaviour. We needed to bring train companies together to encourage these witnesses to take small steps to help stop perpetrators.
The Solution:
An immersive VR experience to empower commuters to spot and support sexual harassment
We created an immersive VR experience at one of the UK’s busiest train stations, Waterloo, which informed commuters on the vital role of the bystander, empowering them to spot and report lesser-known behaviours. New research also highlighted the frequency and variety of sexual harassment on public transport and attitudes towards intervention, further showcasing the importance of bystanders supporting victims.
The Results:
- Over 50 pieces of coverage including BBC News, The Independent and the Evening Standard
- 100% of coverage mentioned the call to action for bystanders to support
- 270m reach across the campaign activation
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