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JWT

UN Women

Draw A Line

UN Women and JWT believe violence against women and girls is a line that must not be crossed.

Disciplines: Integrated marketing

Sector: Charity

Agency: Draw A Line, J. Walter Thompson London (JWT)

BITE Insight

Violence against women and girls is a global issue that affects 1 in 4 women in the UK and more than 70% of women around the world. UN Women UK and JWT London are tackling the severity of the issue in their latest campaign Draw a Line, which aims to highlight these women’s plight and to recognise that violence is not inevitable.

Draw a Line is a social media campaign encouraging individuals, the government, emergency services and local councils, to help bring about a change and to draw a line across the violence against women and girls that is “hidden in plain sight”.

It was created to mark the International Day for the Elimination of Violence on 25th November. The organisation also hosted an event in London on the day, where they drew a physical orange line through Covent Garden, bringing the campaign to life and further helping to raise awareness.

The ad, which is online, outdoor and in the press, features celebrities such as Benedict Cumberbatch, Billie Piper and Joanne Froggatt amongst others lending their voices to the cause. Each celebrity will release their own short solo slot to inspire members of the public to create their own videos.

The campaign will run from 28th November until Human Rights Day on the 10th December. This is a period known as the 16 Days of Activism against Gender-Based Violence, which also sees famous global landmarks lit up orange. Draw a Line is part of UN Women’s global initiative to Orange the World, symbolising a brighter future without violence for women and girls both in the UK and around the world.

About the author

Izzy Ashton, Writer/Researcher, BITE, Creativebrief

Izzy is a writer/researcher for BITE, Creativebrief’s daily insight into global marketing trends and the cultural movements driving them. She keeps abreast of the latest communication, technology and consumer news, and is responsible for conducting interviews with key agency strategists and creatives to gain insight into the most innovative global campaigns.

www.linkedin.com/in/izzy-ashton-950352a7

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