A new TTC campaign by Publicis reinforces TTC’s zero tolerance approach to harassment and makes Strategy’s 2017 Nice List.
The launch of this bold campaign and mobile app showcases the TTC’s commitment to combat harassment in all forms and improve public safety while riding the TTC. Read Strategy’s summary of the campaign here.
“Harassment in public places, including on public transit, is, regrettably, far too common. The TTC believes that identifying, acknowledging and owning the problem is the first step in stopping it,” says Cheryn Thoun, Head of Customer Communications at TTC.
The campaign entitled ‘#This is Where…’, launched September 11th and confronts different kinds of harassment through a series of real-life customer encounters, including sexual harassment and harassment based on gender identity, ability and race. Names were changed to protect the identity of the victims.
“Unfortunately, people aren’t sure what to do when they see or experience harassment or even what actions count as harassment,” says Helena Lazar, VP Brand Director at Publicis Toronto. “With this campaign, we hope to bring awareness to the issue and educate the public about what constitutes harassment and ultimately, encourage Torontonians to work together to make the TTC safe from harassment.”
“We needed to heighten people’s awareness of the issue,” says Tim Kavander, EVP, Creative Director at Publicis Toronto. “By using real-life stories and placing them in the areas where these situations actually occurred, we hope the problem won’t be ignored. The campaign not only shares personal stories but encourages people – customers, witnesses and victims – to take action by highlighting how individuals can report harassment.”
During the campaign, customers will see posters and other printed material placed throughout the TTC, on all vehicles and in stations. All ads include a call-to-action driving Torontonians to learn more at a dedicated landing page: www.thisiswhere.ca