Ad of the Day: L’Oréal Paris’s victim-blaming posters are just asking to be tore down
Each of the out-of-home activations had a hidden message underneath to get passersby to stand up against street harassment.
Back in 2020, L’Oréal Paris launched the Stand Up Against Street Harassment program, in partnership with Right To Be, to fight against harassment of all forms.
New stats show that even though more Canadians consider themselves feminists, only 6% of women who have been harassed in public have had someone else intervene to help them.
In response to this staggering find, the beauty brand enlisted McCann Montreal to create an out-of-home campaign that could not be ignored.
At first, each poster surprisingly reads tired and dangerous tropes such as “women who wear red lipstick are asking for it” and “women who wear tight clothes are asking for it,” but when you glance at the bottom of the poster, the true message becomes clearer.
By asking locals to tear down the top message, a second sentence is revealed that reads: “asking for it to stop”. A QR code printed on the image takes users to the Stand Up site, where harassment training is available.
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