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timeTo: It's Time To Draw The Line

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Research from timeTo has found that half (49%) of all people in advertising think sexual harassment will be more of an issue now that people are returning to offices, and sadly, many are facing the slow and phased return to office life with dread. One of the few good things to come out of the pandemic was the fact that instances of sexual harassment in our industry have reduced significantly. Whilst it is hoped attitudes have changed, timeTo fears that the significant factor in this reduction is simply down to a lack of opportunity to harass. To raise awareness of this shocking level of fear and trepidation but also urge business leaders to sign up for the vital timeTo sexual harassment training, Lucky Generals has created a hard-hitting and intensely emotional film - demonstrating through real-life experiences - that sexual harassment is likely to start happening in their businesses again and on their watch. The ad shows a montage of eerily empty and quiet office spaces designed to look like the industry places we all work in. As the ad plays, real-life (but anonymised and paraphrased to protect them) accounts of a diverse range of women and men who have experienced sexual harassment are dubbed over the top, giving the viewer the feeling they are listening to ghosts of past traumatic moments, combined with a chilling prediction of what lies ahead. Examples of stories include “she used to call me at 3 in the morning after a night out and ask me to come round” and “he asked if I was late because I’d been sucking someone off”. An red line, a reflection of timeTo’s ‘it’s time to draw the line’ campaign line travels through the offices leading to the final shot which delivers the title: “Sign your company up for sexual harassment training today.” Previous timeTo communications have sought to engage everyone in adland in the debate by asking “where do you draw the line?”. But enough is enough. We cannot go back and we urgently need change. “It’s time to draw the line” and there is really no excuse for industry leaders not to take a much tougher line and to commit to lasting change, starting with the training.

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