Cannes attendees asked “where they draw the line” on harassment in TimeTo campaign

June 12, 2019

TimeTo, which has set out to end sexual abuse and harassment within advertising, has brought its ‘Where do you draw the line?’ message to the International Festival of Creativity at Cannes.

Last year, it was revealed that harassment in advertising was far from being erased – with, for example, 20% of women in the industry aged 18 to 24 already having been sexually harassed in the few years they’ve been working.

Those globally-renowned advertising and marketing conference in 2019 will see TimeTo’s adverts at Nice airport, as well as on suncream bottles handed out. The ads, created by Lucky Generals, have messages like “Welcome to Cannes / Careful not to get burnt / I can put some suncream on your back / And your front / Don’t be shy – Where do you draw the line”.

The slashes interspersing the ad’s copy represent the lines people might cross, turning a standard interaction into something more sinister.

TimeTo suncream

A concerted effort

Adverts will also be seen at Heathrow Airport, including one saying “Let’s celebrate / All night / And share a cab / Back to my hotel / Room / Then we can talk promotions”.

TimeTo was co-founded by Women in Advertising and Communications, London, the Advertising Association, and NABS – backed by the ISBA and the IPA – on the basis that sexual harassment is “happening right now, in the UK advertising and marketing industry, and it must be stopped… No one should have to put up with sexual harassment.”

As part of the campaign, there is also a short film, directed by Steve Reeves at Another Film Co.