HandsAway and TBWA\Paris have created a series of geolocated Snapchat filters to challenge street harassment. To demonstrate the shocking extent of the phenomenon, the campaign used HandsAway data to report harassment and catcalls, then apply a unique geofilter at the precise location where it occurred, exposing each user of the application to the invisible side of the places they are photographing.
The filters encourage users to report those abusive behaviors by becoming a 'Street Angel'. Thanks to the geolocation system, the application makes it possible to alert the other Street Angels in case of danger, by describing sexist aggression, whether you are a victim or a witness.
Brand: Hands Away
Brand Managers: Alma Guirao
Agency: TBWA \ DAN PARIS
Agency Managers: Luc Bourgery, Jonathan Serog, Solène Pilliard
Executive Creative Directors: Faustin Claverie, Benjamin Marchal
Creative Director: Jacquelin Guillaume-Duverne
Art Director: Renaud Arnaudet
Copywriter: Charlotte Rouart
Chief Data Officer : Basile Viault
Head of Tech : Ivan Zindovic