Access ads for Wales raise dangers of sexist behaviour
Access has created a new sexism awareness campaign for the Welsh Assembly Government asking: where does harmless behaviour end and abusive begin?
'It all adds up' is targeted at "the average men in the street aged 20-40" and shows scenarios in which a woman is made to feel uncomfortable by men. The TV ad shows her leered over in everyday situations before asking: "Where does harmless end and abusive begin?"
The campaign, now live and running during June in Wales, aims to challenge sexism in its most simplest forms before it can escalate into more serious violence towards women.
It will run across TV, outdoor, PR and online and aims to generate debate about gender inequality by "challenging the conscious and subsconscious attitudes which can lead to the normalisation, acceptance and tolerance of violence towards women".
Simon Landi, managing director of Access, said it was a "very challenging" but also rewarding project to work on.
"Essentially we’re looking at changing behaviour which has been instilled through years of upbringing, society and the media, this is very tough - it could take years to change attitudes, but it’s great that the Welsh Assembly Government has acknowledged there is an issue and are tackling it head on.
"I believe we’ve come up with a great campaign which highlights the problem in a very simple, none preaching or judgemental way and because there will be research conducted pre and post campaign, I'm interested to see what impact this will have.”