Client: private project
Agency: Neon Chameleon
Role: Directing | Photography
Agency: Neon Chameleon
Role: Directing | Photography
_Pre-production
All models are volunteers, driven by the same values. Some of them victims of sexual harassment themselves. We went forward with an open models call, which included idea description, campaign plan, location recce details and a moodboard - thinking about that this would be a small project with a few photo sessions. 180 models responded. And then 10 make-up artists asked to join. And 3 fashion designers. We knew we had something bigger on our hands.
_Reason
Public Sexual Harassment (PSH) is a problem not taken seriously enough by the government nor by society. It’s highly gender non-symmetrical, as most victims are women. The government isn’t doing enough to tackle it, while society is responding strong enough to it. With high % of unreported incidents, and victims facing anxiety, a lack of support and society’s polarisation, it’s basically normalised. This is absurd. We stand against it.
_Campaign
We’ve prepared 10 x 3 photo sets + 10 x 3 Instagram infocards. The twist is in models holding a self-defence props or symbols (piked gloves, rape alarm or keys in the fist) either without seemingly acknowledging it or treating it like a piece of jewellry. On many levels this seems absurd. Just like it is absurd for women to have to feel the necessity of holding them on their way home.
_Results
We worked with 10+ organizations big and small. We've involved 20+ influencers and little businesses, big and small. We've created photography, curated social media posts, a guidebook on how to deal with online harassment, and spread the word about a policy-changing petition (which in the end transformed into a new law).
