Freelance creative producer //TV producer/ radio producer/Art Buyer at freelance

Brussels Area, Belgium, Belgique

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The city of Brussels - "Saved by the doorbell Board"

Air, Partner of McCann

Air, Partner of McCann Brussels, Belgique

1107

Cette création fait partie de la Collection Act Responsible

Marque: The city of Brussels
Pays: Belgique

Annonceur: Equal.Brussels & Safe.Brussels

Titre	Saved by the doorbell Board
Agence	Air, Partner of McCann
Campagne	Saved By The Doorbell
Annonceur	Equal.Brussels & Safe.Brussels
Marque	The city of Brussels
Date de première diffusion/publication	2022 / 10
Secteur d'activité	Services d'information du gouvernement
Slogan	Join tha Fam
Synopsis	Nine out of ten women have been victims of sexist harassment and/or sexual assault on the streets. For years, the city of Brussels has been trying to solve the problem through awareness campaigns, but unfortunately, nothing seems to be changing. The briefing was simple: educate citizens and show both victims and aggressors that the city does not tolerate these behaviors. Street harassment and nighttime assaults are taboo subjects in Brussels. It's a problem that's often minimized and relativized. The objective was to make the problem visible to the people of Brussels.
Philosophie	In recent years, many cities have invested in different solutions, such as "the sorority" type applications or help buttons placed in "at-risk" public spaces. These solutions have proven effective at times but have also often had their limitations. We have therefore decided to invest in the thousands of help buttons that are already available in all cities. Buttons with real humans just behind them... We have decided to provide all Brussels citizens with stickers in the formats of the different types of Brussels doorbells, capable of turning each doorbell into a help button. This is an opportunity to show victims that they are never really alone and to show harassers that the witness family is vigilant, even when the family is not present. These stickers, in addition to shining in the dark, have been printed in more than 180,000 copies
Problème	Brussels residents received one of the 180,000 stickers sheet by mail, which included a short film inviting them to join the Witnesses family and providing guidance on how to respond to street harassment. In addition, Brussels famous influencers took responsibility for explaining the significance of displaying the stickers and promoting the Join the Fam initiative. To further increase visibility, we launched a postering campaign, including wild postering in bars, restaurants, and clubs, with posters explaining our mission. To expand our reach, we enlisted the support of the Belgian Minister of Equal Chances, who promoted the stickers during press conferences and on television.
Résultat	The issue of street harassment caught the attention of national press and television, becoming a hot topic of discussion. Even after the distribution of all sticker sheets, the campaign website received requests from over 3200 individuals. The campaign generated such a buzz that the President Minister pledged to make it a sustainable project for the city, rather than a one-time campaign. This commitment ensures that street harassment will remain a recurring issue that the city will address in the coming years.
Type de média	Etude de cas
Direction artistique et créative	Air Creative Council
Equipe créative	Marc Richard Vander Heyden
Equipe créative	Marie Paris
Equipe créative	Anouk Lemm
Equipe créative	Edouard Coune
Equipe créative	Arnaud Bailly
Stratégie	Michelle Defooz
Designer	Aurélie Prestigiacomo
Designer	Chantal Gillet
Motion design	Boris Delire
TV Production	Bérengère Lurquin
Maison de production	Tornade production
Realisation	Pablo Crutzen
Realisation	Benoît Do Quang
Producer Director	Nina De Taeye
VFX Producer	Julien Mercier
Sound Designer	Diego Wunsh