In a bold move to combat global misogyny and sexism, the UK chapter of UN Women has launched the campaign “Observe and Intervene to stop sexism.” This initiative coincides with this year’s UN International Women’s Day on March 8, marking 30 years since the pivotal Beijing Declaration and Platform for Action.
The ‘ONOi!’ campaign intends to address the pervasive nature of sexism, emphasizing two crucial actions: observing and intervening. It highlights that a staggering 70 percent of women in the UK have experienced sexual harassment in public settings, yet only 4 percent have reported these incidents. A significant barrier to reporting is the belief of nearly 45 percent of individuals who feel that such actions would lead to no meaningful change, despite the UK government proposing a new law against street harassment in 2022.
Pip Christie, the head of communications at UN Women UK, underscores the urgency of raising awareness around everyday sexism. She states, “Right now, we’re 300 years away from gender equality. To speed that timeline up, a lot needs to change. One of the biggest issues is the lack of awareness around sexism. When people think women’s rights have ‘gone too far,’ they’re missing the nuances women experience every day. What starts as ‘just a joke’ is actually the first step on a journey to something bigger.”
Fostering Inclusivity and Action
Designed to engage a diverse audience, the campaign particularly targets men, aiming to reshape the narrative around gender dynamics. It seeks to counter the perception that men are losing out, clarifying that society benefits as a whole when women thrive.
Alice Dowdall, senior creative at Revolt, emphasizes the necessity of being vocal in the discourse surrounding International Women’s Day. She notes, “Sexism isn’t always loud; it often manifests in everyday microaggressions that go unchecked. That’s why it was important for us to be as loud as possible this International Women’s Day. By ’Observing and Intervening’ when we witness these behaviors, we can create real change.”
Equipping Public to Respond
This campaign aims to not only raise awareness about everyday sexism in the UK but also to equip the public with practical tools to intervene in instances of sexism, whether they occur in workplaces, social venues, or public transport.
With a rapid development timeline of four weeks, Revolt organized collaborative brainstorming sessions to conceptualize the campaign. The creative strategy focuses on magnifying everyday microaggressions against women, demonstrating how individuals can effectively challenge and intervene in these situations.
In conclusion, the ‘ONOi!’ campaign serves as an urgent call to action, highlighting the critical need for societal change and individual accountability in combating sexism. Through awareness and intervention, we can work towards a more equitable future for all.
