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Government of Ontario readies sexual harassment campaign
The Government of Ontario is preparing to launch a television campaign called "Who Will You Help," intended to raise awareness of the the issues of sexual violence and harassment. Developed by Leo Burnett of Toronto, it will break on March 18. The creative encourages bystanders who witness sexual harassment to take action. The 60-second commercial, produced in English and French, will be supported with print, out-of-home and social media executions. Media buying is being conducted by Zenith Optimedia.
The creative depicts a series of sexually violent scenarios which are intended to make the viewer feel uncomfortable and complicit.
"By starting with a compelling strategy targeting the bystander rather than the victim, we can provoke a much needed conversation in Ontario and create an impact that will positively affect so many women," said Judy John, CEO and chief creative officer at Leo Burnett.