Marie Claire: Thank you all - THE DISCREET

Credits & Description:

Brand MARIE-CLAIRE
Entrant DDB PARIS
DDB PARIS Paris, France Entrant Company
MARIE CLAIRE Paris, FRANCE Idea Creation
Alexander Kalchev DDB Paris Executive Creative Director
Mickaël Jacquemin DDB Paris Art Director
Benoît Oulhen DDB Paris Copywriter
Cédric Ledoux DDB Paris Planner
Jean-Luc Bravi DDB Paris Agency Supervisor
Agathe Bicart-Sée DDB Paris Agency Supervisor
Quentin Moenne Loccoz DDB Paris Agency Producer
Gwenaëlle Thebault Marie Claire Advertiser Supervisor
Marianne Mairesse Marie Claire Advertiser Supervisor
Vincent Desailly - Photographer
Script
To raise awareness among witnesses, we had to strike hard, not fearing to use words that hurt. And it's the truth that hurts the most.
Using precise observations, the text highlights all our small acts of cowardice and our avoidance strategies, those things we all have done. And it does so from the perspective of the harasser, with a biting irony.
The text ends with harsh and violent words from the harassers who acknowledges his actions with a sense of impunity.
Entry Summary
In France, 100% of women using public transportation have experienced sexual harassment or sexual assaults at least one time. This unacceptable situation is becoming a major societal topic. Marie Claire, one of the first and most engaged women magazines in France, wanted to be part of this fight and take action on 8 march for the International Women's Day.
Most communications target the victims or the aggressors - and forget those who can really make a change : witnesses. We chose a deliberately unsettling approach to denounce the impunity of harassers and commit citizens to act collectively against harassment in the public space.
Marie Claire's engagement went beyond the campaign with a special issue of the magazine dedicated to street harassment. Including concrete, illustrated advice on how to take action when witnessing such situations.