“Because you’re worth it”. We all know the line. But how deep does it go?
An international study by L’Oréal Paris identified harassment in public spaces as the no.1 issue facing women across the world, it’s a barrier in women’s daily lives, robbing their sense of security and feelings of self-worth.
To demonstrate its true commitment to women’s worth, L’Oreal Paris joined forces with Suzy Lamplugh Trust to help women feel and be safe in public spaces and end street harassment by creating Stand Up Against Street Harassment bystander training, to give people the confidence to tackle harassment when they witness it.
Music has a legacy in female empowerment, with artists using their voices to support societal issues, just like L’Oréal Paris. Not only that, 8 in 10 of L’Oréal Paris’s Gen Z growth audience feel that music is the most authentic way to connect to them and festivals provide the ultimate forum to build this connection.
Sponsoring London’s largest music festival, All Points East, provided the perfect platform to drive awareness and engagement. Bystander training was provided to 500 festival staff so they could educate and support event attendees. Festivalgoers were offered safe spaces and phone charging facilities (90% of women feel panic when their phone battery runs out), and the initiative was further embedded into the festival with emerging talent stage artists amplifying messaging before, during and after the event.
The campaign reached 29m people with All Points East, exceeding its yearly training target by 13% by September.
