J. Walter Thompson London

UN Women


#DrawALine

The time has come to draw a line to end violence against women and girls forever.



As #metoo and its spin offs reverberate through social and other media, both women and men are finding the strength to confront past and present attackers. Despite this, violence against women and girls often remains hidden in plain sight – in the media, in popular culture, in the street and in homes. Violence is a line that should never be crossed, yet it still affects 1 in 4 women in the UK, and up to 70% in some parts of the world.

This year, as part of UN Women’s annual global initiative to ‘Orange the World’ to symbolise a brighter future without violence, J Walter Thompson London was asked to helplaunch a powerful homegrown campaign for UN Women NC UK.

The team came up with #drawaline campaign, asking the public to help us end the silence and to bring about change across OOH, press, Cinema, TV, social and digital channels.

The campaign is to run from the 25 November, the International Day for the Elimination of Violence against Women, to 10 December, Human Rights Day. This period is known globally at the 16 Days of Activism against Gender-Based Violence, with famous global landmarks lit up in orange.

On 25th November from 11am-2pm we held a press call at Covent Garden Piazza, filming with our physical orange line which stretches around the Market Hall on the ground. We had broadcast TV report from the Covent Garden launch and were joined by key influencers Chessie King, Benny Bonsu, and Dani J to support us on the day.

The campaign is still underway until 10th of December, and we still have more influencer and celeb involvement and support to come.

Continue to watch this space!

Campaign shoot, Covent Garden Launch and behind the scenes with our celebs