Taught Men to stop being dummies for female safety: Low-Cost, Interactive Behaviour Modifier Inst...Taught Men to stop being dummies for female safety: Low-Cost, Interactive Behaviour Modifier Inst...
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Taught Men to stop being dummies for female safety: Low-Cost, Interactive Behaviour Modifier Installation, going way beyond the photobooth
Role: Creative Head / Copywriter
The Challenge: Breakthrough’s acclaimed "Bell Bajao" campaign was set to launch of "One Million Men, One Million Promises" worldwide on IWD. As the event agency, we were asked to create branding and photo-ops. I decided to up the ante and suggested a disruptive, interactive experience.
The Psychological Pivot: I created an experiential installation that forced men to stop being silent bystanders. "Teach the Dummy how to Ring the Bell" as I had initially called it, put men on the spot to find the words to intervene, and create safer spaces for women everywhere. Rejecting generic stock, we went with a photo shoot replicating real-world street harassment.
The Interactivity: I placed life-size cut-outs of male "dummies," in front of these scenes, with blank, re-usable speech bubbles, and challenged guests to step into the scene and disrupt harassment. While the network partner handled final sign-off, the behavioural architecture and core concept were my execution.
The Impact: The global launch at the British Council created an immediate multi-channel storm. The launch week alone generated over 43 million Twitter impressions and extensive press. My installation was a small part of this big movement for change.
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