Wouldn't Shouldn't awareness campaign
Raising awareness about what is unacceptable behaviour within the night-time economy.
In response to the sexual harassment in the night-time economy identified in our Drunken Nights Out: motivations, norms and rituals in the night-time economy report we developed a campaign to challenge perceptions about what is acceptable behaviour in the night-time economy or if people are drunk.
The campaign showed that sexual harassment is not acceptable in any location or under any circumstances with the tag line –
‘If you wouldn’t do it sober, you shouldn’t drunk.’
The campaign was delivered over two eight-week bursts in May and September in 2015 and 2016, with plans to roll out in the future, targeting 18 – 24 year olds and ran across social media, cinema and point of sale.