Can social media campaigns and trending conversations really lead to change? We say they can.
This past year brought to light many stories of sexual harassment and sexual assault. For many women and men out there, this is not a new phenomenon. Sexual harassment has always been around, intrinsically woven into the fabric of everyday life, both professional and personal.
The revelations brought a wave of support and personal stories on social media, surfaced under the #metoo movement hashtag.
In view of recent allegations and the many stories told, we came up with a campaign idea that sends a powerful message, sewn right into the fabric of everyday life: A pair of jeans.
Jeans are a quintessential part of our everyday uniform. Jeans are also part of culture, having graduated from working-class uniform to fashion staple. Jeans are also brand statements and the brands we buy are the brands we associate with.
Hence, the idea of rebranding the most popular fashion item with leather tags that bear strong messages of empowerment, consent, and accountability. “Can’t touch this” paraphrasing the famous song, or a simple yet powerful “No means no.” The choice of the placement is strategic, too: The branded leather tags sit just above the ‘behind’ area, a part of women’s anatomy that gathers a lot of attention and judgement; Thus, the name of the campaign: Piece of Ass / Piece of Us.
