timeTo has announced plans for a brand new “Where Do You Draw The Line?” campaign at the world’s biggest festival of creativity, Cannes Lions. The multi-platform campaign, with creative developed by Lucky Generals, includes a new short film from director, Steve Reeves at Another Film Co, out-of-home advertising at key airports provided by JCDecaux, social media channels and branded sun tan cream distributed at locations across the week.
A special timeTo session will run in Le Jardin de Clear Channel on Wednesday, June 19, 2-3pm with speakers including Helen Calcraft, Founder, Lucky Generals, Alice Archer, Director of Communications, IPG Mediabrands EMEA, Ollie Easthope, RAPP and Stephen Woodford, Chief Executive, Advertising Association.
At the time of writing, support for timeTo at Cannes has also been committed from publishers with activity in The Drum Arms and on the Little Black Book beach, as well as through editorial and advertising inventory support from mediatel and Creative Brief. The latest Where Do You Draw The Line? campaign continues to draw on timeTo’s research last year into sexual harassment levels in the UK advertising and marketing industries.
It comes as the initiative has now been endorsed by 204 companies, including Microsoft Advertising, Hearst UK and The Leith Agency.
Helen Calcraft, Founding Partner, Lucky Generals, said: “We know alcohol, evening events and travel away from home are our highest risk areas. Cannes is a unique industry moment where we see the best of creativity the industry has to offer alongside some of the most appalling behaviour. This is an industry spotlight moment for us to efficiently and effectively resurface debate post launch, raise further awareness and directly impact behaviour. We need everyone to consider where they draw the line at Cannes.”
The latest list of endorsing companies is on the official timeTo website. timeTo also continues to receive unprecedented support from across the media industry.
timeTo, a collaboration between the Advertising Association, NABS and WACL, and backed by ISBA and the IPA, is aiming to eradicate sexual harassment in the UK advertising and marketing industry. It is determined to unite the entire UK industry in a bid to stamp out sexual harassment by establishing acceptable standards of behaviour and offering guidance to colleagues. Any company wishing to support timeTo should sign-up via the timeTo website.
The campaign builds on the global #MeToo and #TimesUp movements with a recognition that all parts of the advertising industry are affected – all sexualities and genders, agencies, marketers and media-owners. It hopes to prove that by taking action together the industry will be better placed to make positive change to end sexual harassment.