Report it To Stop It
Client: TFL
Director: Al MacKay for Tomboy
Agency: M&CSaatchi
The problem?
How do you tackle sexual harassment empowering bystanders and victims to take action?
Opportunity
The launch of Project Guardian for reporting sexual harassment on public transport.
Solution
We created an unsettlingly realistic film featuring narrator Olivia Colman. The campaign forced viewers to confront the "escalation" of harassment through an interactive experience. Viewers were asked to decide: “Would you report it?” as the behavior escalates. The campaign was luanched across TV and interactive digital platforms.
Results
13 Million+ views - 12,000 website visits on day one. 40% increase in arrests, proving that increased reporting leads to real-world justice.
Cultural Conversation: Earned major media coverage from the BBC and The Guardian, cementing the campaign as a benchmark for public safety.
