L’Oréal Paris has partnered with AEG Presents for a campaign against street harassment, at the All Points East festival in London, pointing to a YouGov survey revealing that 80% of women in the UK say they have been harassed in public spaces.
L’Oréal’s global Stand Up programme. aims to empower everyone to be active bystanders when they see harassment taking place, and safely help to help to defuse situations, discourage harassers, and support victims.
The partnership strategy between L’Oréal and AEG Presents was developed by EssenceMediacomX.
Festival goers will be able to receive free anti harassment training and sign up to learn more about the Stand Up campaign. All 500 employees working at the festival will also be trained in Stand Up, helping them identify and address potential harassment at all events they are employed at in future.
The partnership will also see L’Oréal Paris extend the Stand Up message across the festival, through its sponsorship of the Emerging Talent stage. Paris Paloma and many other artists will highlight the role of Stand Up in their sets and encourage the festival crowd to sign up to the training.
The brand, in partnership with its creative agency McCann, will provide an experiential safe space at the festival, Charge Up to Stand Up. Festival goers will be invited to charge their phones and find out more about the Stand Up programme and feel empowered to take charge of their personal safety with a recharged phone.
To raise further awareness of the initiative amongst festival goers and music fans everywhere, L’Oréal Paris will partner with the heritage music publication NME. NME will capture live content during Luno presents All Points East and direct readers to sign up to the Stand Up training through its website and social platforms. It will also create a video series in which artists performing at the festival share their experiences of harassment and highlight the role of initiatives such as Stand Up in driving positive change.
Helena Osborne, Head of Consumer Engagement, L’Oréal Paris, said: “We are proud to take a leading role in addressing the ongoing issue of street harassment in public spaces. Our partnership with AEG Presents and NME will bring our training to, a wider audience, helping them learn how to make all public spaces, such as festivals and sporting events, safer for everyone.”
