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15 December 2017

Innovative Ad of the Week: UN Women ‘#drawaline’ (UK)


Un women

Following the news of Harvey Weinstein and the subsequent #MeToo hashtag sweeping the globe, Violence Against Women and Girls (VAWG) is high on everyone’s agenda. With one in four women in the UK still being affected and up to 70% in some parts of the world, agency JWT created a social campaign for UN Women UK to coincide with the International Day for the Elimination of Violence Against Women.

#drawaline brought together a host of famous faces including Benedict Cumberbatch, Deliciously Ella and Gemma Styles, among others, asking the public to help end the silence and bring about change by physically drawing an orange line – after all, violence is a line that should never be crossed.

The campaign, which ran from Nov 25 and culminated this week on Dec 10, kicked off with an activation in Covent Garden in London with a physical orange line stretching around the Market Hall. Further activities spanned OOH, press, cinema, TV, social and digital channels.

Check out the film below:


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