Digital billboards illuminate Paris streets to keep women safe

TBWA\Paris increases the brightness of outdoor ads in the Parisian suburbs by 20% at night

Published On
Jul 08, 2021

Editor's Pick

The fear of walking down a dark city block familiar to so many is the inspiration for a unique new campaign from agency TBWA\Paris and Hands Away, a non-profit that battles misogyny and sexual violence. “Fearless Night” takes over digital billboards that already exist on the streets of Paris every night to illuminate scary evening commutes.

The campaign’s lead film reports that “at night, 26% of women and gender minorities give up on going out alone” because of the fear of traversing shadowy streets. But between the hours of 9 p.m. and 7 a.m., digital billboard screens’ luminosity will boost 20% to offer clear vision for women passing by.

In addition to the Hands Away logo, the white screens read, “Because women and gender minorities need to feel safer at night, let’s illuminate dark areas.”

Hands Away has previously employed creative marketing to raise awareness around sexual harassment in the NSFW video “Bunch of Dicks.”

Credits

Date
Jul 08, 2021
Client :
Hands Away
Agency :
TBWA/Paris

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