JWT #DrawALine for UN Women UK

The time has come to draw a line to end violence against women and girls forever. This year, as part of UN Women’s annual global initiative to ‘Orange the World’ to symbolise a brighter future without violence, UN Women NC UK is launching a powerful homegrown campaign, #drawaline, asking the public to help us end the silence and to bring about change.

As #metoo and its spin offs reverberate through social and other media, both women and men are finding the strength to confront past and present attackers. Despite this, violence against women and girls often remains hidden in plain sight – in the media, in popular culture, in the street and in homes. Violence is a line that should never be crossed, yet it still affects 1 in 4 women in the UK, and up to 70% in some parts of the world.

From 25 November, the International Day for the Elimination of Violence against Women, to 10 December, Human Rights Day, the UN Women National Committee UK is bringing together people and organisations around the world to end violence against women and girls. This period is known globally at the 16 Days of Activism against Gender-Based Violence, with famous global landmarks lit up in orange.

Women aged 15-44 are more at risk from rape and domestic violence than from cancer, car accidents, war and malaria. UN Women works to end violence at every level, from international policy and legal lobbying, to survivor treatment in conflict zones and refugee camps, and education and prevention. In the UK, 2 women die every week from intimate partner violence, and around the world 1 in 3 girls’ first experience is rape. We will #drawaline to give these women a voice and a platform.

The Chair of UN Women NC UK, Laura Haynes, said “The prevalence of violence and the abuse of power is shocking, as are the impacts on individuals, communities, companies and nations. We are proud to be engaging people across the UK, raising awareness and much needed funds for UN Women’s programmes that work to change policy, help survivors and prevent future violence. It is time to #drawaline. For all the women who have said #metoo, for all men who believe they should help and for all of humanity – it is time. This is your chance to turn words into action.”

JWT’s Executive Creative Director Lucas Peon said “With new research this week demonstrating the huge prevalence of domestic violence, it was critical that the campaign inspires as many people as possible to participate in 16 Days of Activism. We all need to come together across age groups, ethnicities, nationalities, gender and class to #drawaline to End Violence against Women and Girls, and start changing lives.”

Alicia MacDonald of Missing Link Films, has been directing for less than two years but has already amassed many industry awards including Best New Director at the Kinsale Shark Awards 2017 and featured in New Directors Showcase Cannes Lions 2017. She said “It’s been a humbling and sobering experience but also inspiring to hear the stories from survivors like Phoebe Tansley, who are helping spread awareness of the problem. It’s an honour to be involved in something that I’ve been passionate about for so long and I really hope that this helps make a difference.”

UN Women tell us what you can do

We are asking the public to get involved in three ways:

− By donating: we are drawing an interactive orange line at drawaline.org.uk which grows every time someone donates. Every donation help reach one woman or girl and brings us one step closer to eliminating violence

− By sharing: join celebrities and influential figures and share why you #drawaline on social media, using our Facebook profile pic frame and Twibbon to draw a line across your photo for the 16 days

− By visiting: our orange line installation, Christmas Shopping events with Stella & Dot in aid of survivors of violence, on 1st December off Brick Lane, and coming to our empowerment and prevention workshop in Edmonton on 10th December (all details on Facebook page).

The Line

JWT are placing a physical orange line through Covent Garden – starting at the Apple store and weaving around the main arcade. The line has examples of the type of Violence they are trying to wipe out written on it.

16 Days of Activism

Earlier this month The United Nations’ gender equality group appointed J Walter Thompson London as its lead UK agency for the upcoming “16 days of activism” campaign.

It was stated in Campaign that JWT attracted the organisation’s attention with its Female Tribes initiative.

Sarah Dembitz, executive director at UN Women NC UK, said: “We’ve admired the work JWT London has been doing through its Female Tribes initiative and were keen to have them bring their insights to bear on our plans for 25 November, with a campaign that is set to make a huge splash across these 16 days of activism.”

The Campaign

The creative concept for #drawaline was created by J. Walter Thompson, as part of WPP’s support of UN Women’s work. Blue State Digital created the campaign microsite, Mediacom and W Communications gave amplification support, and Missing Link produced the celebrity films.