This campaign won The Havens a bronze prize at the 2011 Cannes Lions International Festival, which you can read about more here.
London Sexual Assaults Centres the Havens faced the important challenge of addressing the increasing number of sexual assaults within the 18-25 yr age group. Youth Club first carried out research as to why this was on the increase and discovered their were clearly conflicting attitudes around the issue of sexual consent.
The aim was to drive awareness of the Havens services on a budget of just £50,000 for all communications disciplines. The Havens together with the Met Police and the NHS aimed to help 18-25 yr old Londoners have a clearer understanding of sexual consent and address the reasons why those lines can blur. The 'Where is Your Line?' campaign was born.
Youth Club launched an interactive viral and supporting press campaign. The film was hosted on You Tube and shows a young girl and boy meeting at a party. As the young girl gets steadily more drunk, the film works by inviting the viewer to click when they feel that the line has been crossed by the young man. Once the viewer clicks on the film, a line is drawn for them and statistics from the survey are revealed. The statistics used relate directly to the images being shown - i.e. kissing, touching, being drunk, pushing away, crying etc.
The viewer is then invited to continue watching the film to its conclusion. If the viewer watches the film to the end without clicking on the screen, the titles reveal that they have in fact ‘crossed the line’ and that ‘if there’s no consent, it’s rape’. The interactive element was therefore a way of handling the dilemma over to the viewer.
To achieve authentic and organic acceptance by the target age group the film was seeded out through Youth Club's own network of over 30,000 influencers.
On a total budget of £50,000 the Havens achieved 160,000 views in one month and a high profile screening hosted by the Mayor of London saw immediate press coverage from SKY TV the BBC and in the Sun, Evening standard and Daily mail newspapers and importantly the film is now being used in school and colleges across London.
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