One in three women experiences physical or sexual violence in their lifetime. Thus, women are continuously on guard. This is an emotional, physical and economical drain on half of the global population, and a wake-up call for the other half.
In order to create a society that is intolerant of violence against women, men and boys must become aware of the time women and girls spend thinking about their safety.
This new ad campaign from Wunderman Thompson New York is designed to help men come to terms with things they fail to consider or understand. The “Unpack the Everyday” campaign for UN Women is running as a part of the 16 Days of Activism against Gender-Based Violence.
“From catcalling to sexual harassment to rape, women and girls face violence in many forms across the globe. This powerful campaign shines a spotlight on this critical issue, and uncovers the daily burden that women carry as a result of the fear of violence,” said Oisika Chakrabarti, Chief of Communications & Advocacy a.i., UN Women.
From walking with keys between their fingers in case they need to defend themselves against an attacker, to wearing sunglasses to avoid unwanted eye contact, women are constantly thinking about how to stay safe. “By highlighting these everyday items in a bold, impactful way, we hope to spark conversations that can lead to empathy, action and a safer world for women everywhere,” said Jessica Stewart, Creative Director, Wunderman Thompson New York.
The creative work will be on display in Times Square and across digital partners including Snapchat, Vox, and Complex. The campaign website, www.unpacktheeveryday.org, also provides several calls-to-action to help create a violence-free world for women and girls.