77% of women in Spain have suffered situations of street harassment60% change their clothing to avoid it, and 85% confess not to know how to react because they do not know how to do it. These are the conclusions of “International Survey On Sexual Harassment in Public Spaces”, The study prepared by Ipsos together with L’Oréal Paristhat the cosmetic brand has taken to the streets of Madrid under the phrase “Let’s uncover street harassment”

This is a guerrilla marketing action framed in the International Week against street harassment -which takes place from April 7 to 14 -, with which L’Oréal reaffirms its commitment to its commitment to The defense of women’s rights Through the “Stand Up platform against street harassment”. The campaign, devised by Dentsu Creative, is based on the prescribing power of numbers to invite people to reflect On this problem precisely in one of the spaces where aggressions occur.

Its execution was carried out on two fronts on April 7. On the one hand, the brand collaborated with Metro de Madrid to make parade for their stops to five models Dressed in gabardines in which some of the study data were read. “Neither from my clothes, nor my neckline. Street harassment is not my fault” or “I hide my outfit to feel safe, do you think normal?”, They could be read in the garments.

On the other hand, the brand worked together with the illustrated culture festival illustrates Week to activate the action in different shop windows from neighborhoods such as Gran Vía, Chueca, Malasaña, Lavapiés, La Latina, Chamberí, Salamanca and El Retiro. There, L’Oréal placed vinyl made by the artist Pedrita Parker in which the phrases “could be read”We are all worth it and deserve to go on Segura Street and without fear“, and, “Friend, street harassment is never your fault“, together with a QR code to expand information about the initiative.

The initiative allows L’Oréal to reaffirm its commitments from a conviction of defense towards women that connect directly to the historical slogan “Because I am worth it.” It is understood as an authentic and organic positioning that connects the brand values ​​directly with consumers and a social cause.

According to the brand’s study, for 52% of people women are guilty of sexual harassment situations in public spaces due to their attitudes, behavior or appearance. “This is the reason we have launched the campaign, to uncover through the gabardines, the figures of harassment and remember all women that harassment ‘is never your fault’, or your clothes, or your makeup ‘”, Says Silvia Macedo, General Manager of L’Oréal Paris.”We are all worth it and we should all be able to walk safely on the street, through public transport”

Because all women are worth it

“Let’s uncover street harassment,” is not a simple communicative proposal. The action is part of the platform “Stand up against street harassment”, promoted in March 2020 and developed globally with the non -profit organization Right to Be. In Spain, the brand works with the Women’s Foundation in awareness and training against street harassment.

“The purpose of these formations is to create a real change in each person who participates in them“Macedo points out, regarding 10 -minute contents which offers the initiative for both victims and people who witness such situations. “In this way, we seek to end the problem that causes ignorance of how to react to hostile behaviors in public spaces, equipping society with tools that allow them to contribute to eradicating these situations.

Almost four million people from 47 countries have already received this training worldwide, since the initiative was launched five years ago.
“For more than half a century, L’Oréal Paris has been relentless in his dedication to demolishing the barriers that prevent women from reaffirming their self -esteem. We are committed to changing everyone’s mentality and to defend an inclusive, fair and respectful world”, Concludes the brand.

More info: “Stand up against street harassment”