The work’s relevant for media because we used 300 existing digital billboards, and transformed them into light sources. The whole idea relies on the media.
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 / insights (30% of vote)
In order to make the darkest streets safer at night, we used existing digital billboards as light sources, from 9pm to 7am.
Describe the strategy (20% of vote)
The strategy was simple. Light up the darkest and dodgiest streets in order to avoid any sexual assault or harassment against women or gender minorities.
Describe the execution (20% of vote)
The execution couldn’t be simpler: we displayed bright white images, that powerfully lit up the darkest and scariest 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!