Title	STOP,THAT'S ENOUGH!
Brand	MINISTRY OF FAMILIES, CHIDRENHOOD AND WOMEN'S WRIGHTS
Product/Service	GOVERNMENT
Category	A07. Charities, Public Health & Safety, Public Awareness Messages
Entrant	GYRO Paris, FRANCE
Idea Creation	GYRO Paris, FRANCE
Media Placement	CARAT Coubevoie, FRANCE
PR	PARTIES PRENANTES LEVALLOIS PERRET, FRANCE

Name	Company	Position
Sebastien zanini, Pierre-Marie Faussurier, Jeanne Tourneur,Margaux Castanier, Ol	gyro and Parties Prenantes	ECD & General Manager, co-ECD, ARt Director , Production director and Illustrator, Copywriter, Copyw

The Campaign

The creative clearly shows that harassment can go too far if we do nothing. The campaign maps out the real things that are said every day on public transportation. The line “Stop, that’s enough!” (as a call-to-action) is a rallying cry for witnesses to act, and a warning for abusers and perverts that their actions will have consequences. Mixing the graphics of the commuter stops with increasing hostility is a clear metaphor for how this behavior builds. Makes it clear that we need to stop the harassment and sexual violence as early as possible. Showing the reality in all its "rawness", as it is, by words and acts. Inscribe gender harassment in the real daily transportation environment. Showing the crescendo of harassment and the need to stop the aggression as soon as possible.

Execution

Since this is a government campaign, the budget was small ($380k total/300buyingspace), but it was extremely effective. All told, there was the powerful video, which brutally shares the verbal assault from the victim’s point of view, three web banners, and pre-roll diffusion on YouTube and Dailymotion. Also 1,200 posters displayed in subway and train stations throughout five major cities (Paris, Marseille, Lyon, Toulouse and Lille), supported by digital displays in Paris and Toulouse. The creative showed the point of view of the victims, witnesses, and the actual aggressors. A website was created with educational content including: -Original interactive video that allowed the viewer to experience the role of the victim or witness of an assault. http://www.familles-enfance-droitsdesfemmes.gouv.fr/harcelement-transports/ -Leaflets that were handed out at transportation hubs. -Tools for middle schools and high schools that were distributed within the French Education system. -Content that was distributed by 40 media partners offline at commuter

Let’s start with the most important result: The “Harassment” law act was reinstated by the French National Assembly because of extreme pressure from French citizens. There was also massive press exposure and more than 68,000 petition signers. The campaign was the most widely shared awareness message created by the French government – ever. The spot was the second most widely viewed video on YouTube in France with 1.4 million views. There have been more than 4.3 million social media interactions surrounding the topic since launch.High implementation rate on(3,35% over average 2,5% on Dailymotion) 55% recall, 94% of them were more motivated to react to harassment( French Ministry Omnibus IFOP Research). In the first 2 days, 15 press interviews for the French Minister of Social Affairs and Health, Many campaign diversions, sign of appropriation Additionally, coverage from all of the most important news channels Views on the interactive video still increase

The Situation

The campaign deployment is a triple device : media , educational, and influencers. Impactful media (outdoor and websites) to engage the public and help build people will to act. Tools and contents to build and promote the action and reaction pedagogy. A pedagogical ecosystem, media, tools, on and off line Public Relations public at large , networks and influent peer groups.

The Strategy

The data is undeniable. Virtually every woman who has taken public transportation has experienced some sort of harassment. The target audience is victims , witnesses . The message is that it’s time to act now. It is time for us all to say, “Stop, that’s enough!” The other audience, of course, is the offenders who now know there are consequences — specifically shame, humiliation, and jail. The approach was to generate urgent, high-impact public opinion and, most importantly, public behavior.