South Yorkshire Police - Do more Do More

In phase one of our campaign for South Yorkshire Police, we said ‘No More’ to sexual harassment and the normalized behaviours and microaggressions that women are subjected to every day and every night.

Now that we had people listening, it was time to build on the message further.

South Yorkshire Police wanted to bring a positive message to the ‘No More’ campaign in its second phase. To speak to witnesses and bystanders rather than the perpetrators and show how they can demonstrate allyship; to step in and stand up to sexual harassment.

Do More

Acting as an extension of the ‘No More’ campaign; ‘Do More’ not only encouraged bystanders to become upstanders, but from the perspective of women, tells them how. It was important to us and South Yorkshire Police to stay away from the ‘saviour’ narrative and speak to both men and women in our rallying cry for action against violence to women and girls.

For ‘Do More’, we wanted to go beyond the night-time economy. We wanted to show audiences that sexual harassment happens day, night, everywhere. In the park. On the bus. In the gym. Our creative approach was to use photography that showed all these different locations, completely empty. Rather than showing the locations with people in them, we wanted the audience to feel the weight of the responsibility. To act.

Together with short, direct – and most importantly – instructive headlines, we told our audience what to do in those environments when they see someone being assaulted or sexually harassed.

With the same tone and bold approach to copy and art direction as ‘No More’, ‘Do More’ was designed to be powerful in tone and visually provocative. It left audiences with the message that by doing more, together we can fight against violence to women and girls.

We developed the ‘No More’ website to deliver ‘Do More’s messages – where audiences could view the campaign and read more in-depth content about how they can be upstanders in different scenarios.

With the determination to make as much noise as phase one achieved, our strategy was to make the campaign ripple nationwide using online and out-of-home channels.

Media included:

Social media
Website
Digital outdoor

The campaign continues to spread its message to audiences across the UK, asking them to ‘Do More’ to help stop violence and harassment against women and girls.