Cannes Contenders: YOLO
How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…
YOLO
‘Know The Line’ was developed in 2014 in response to the Australian Human Rights Commission’s national sexual harassment prevalence survey. The research showed that workplace sexual harassment is pervasive in Australia with 1 in 4 women and 1 in 6 men experiencing it in the last 5 years. It also showed that there’s limited understanding about what sexual harassment really means. To change this, YOLO created an awareness campaign utilising posters that companies could download from knowtheline.com.au. The agency used a memorable mnemonic to educate staff on what ‘crossing the line’ means, and highlighted the importance of bystander action. By the end of 2014, the campaign didn’t just get nationwide recognition, it received international expressions of interest from the State of California. All of this was achieved without any allocated media spend.
YOLO
‘Know The Line’ was developed in 2014 in response to the Australian Human Rights Commission’s national sexual harassment prevalence survey. The research showed that workplace sexual harassment is pervasive in Australia with 1 in 4 women and 1 in 6 men experiencing it in the last 5 years. It also showed that there’s limited understanding about what sexual harassment really means. To change this, YOLO created an awareness campaign utilising posters that companies could download from knowtheline.com.au. The agency used a memorable mnemonic to educate staff on what ‘crossing the line’ means, and highlighted the importance of bystander action. By the end of 2014, the campaign didn’t just get nationwide recognition, it received international expressions of interest from the State of California. All of this was achieved without any allocated media spend.