Title	FEARLESS NIGHT
Brand	HANDSAWAY
Product/Service	ASSOCIATION AGAINST STREET HARASSMENT
Category	G04. Social Behaviour
Entrant	TBWA\PARIS, FRANCE
Idea Creation	TBWA\PARIS, FRANCE
Production	TBWA\ELSE Paris, FRANCE
Post Production	TBWA\ELSE Paris, FRANCE

Name	Company	Position
Benjamin Marchal	TBWA\Paris	Executive Creative Director
Faustin Claverie	TBWA\Paris	Executive Creative Director
Morgane Alexandre	TBWA\Paris	Art Director
Sébastien Skrzypczak	TBWA\Paris	Art Director
Nicolas Duval	TBWA\Paris	Editing & Graphics
Eleonore Girard	\Else	Post Producer
Aaron Chervenak	Free	Director
Alma Guirao	HandsAway	Advertiser Supervisor
Lucile Dupuy	HandsAway	Advertiser Supervisor
Jonathan Serog	TBWA\Paris	Agency Account Management
Julia Montagu	TBWA\Paris	Agency Account Management

Why is this work relevant for Brand Experience & Activation?

The work is relevant because our campaign was an experience that had a positive effect on real life. Women and gender minorities were able to enjoy the public spaces freely after dark.

Background

Being alone in a public space at night can be terrifying. In fact, 26% of women and gender minorities give up on going out alone at night (source ONDRP 2018). HandsAway, a charity that fights against sexual assaults in the public space decided to act on this social issue.

Describe the creative idea (20% of vote)

In order to make streets safer after dark, we used existing digital billboards as light sources, from 9pm to 7am.

Describe the strategy (20% of vote)

The strategy was simple. We used existing digital billboards as light sources to illuminate the darkest and dodgiest streets in order to avoid any sexual assault or harassment against women or gender minorities.

Describe the execution (30% of vote)

The execution couldn’t be simpler: bright white rectangles, that powerfully lit up the darkest and most scary areas outside Paris.

List the results (30% of vote)

The response to the operation was amazing, and the idea truly travelled the world, with hundreds of reactions across many countries. But most importantly, there were zero assaults reported during the time of the operation!

Please tell us about the social behaviour that inspired the work

Being alone in a public space at night can be terrifying. In fact, 26% of women and gender minorities give up on going out alone at night (source ONDRP 2018), by fear of being attacked or sexually assaulted.