The idea of walking home alone at night can be intimidating, especially for women. Because they are concerned about their safety, many individuals avoid venturing outside after dark.
While removal of curfews and restrictions is indeed worth celebrating, it also unlocks the door to an age-old problem familiar to women and gender minorities globally, the lack of safety in public spaces at night.
Streets in busy neighbourhoods are usually well lit, but the same cannot be said about more tranquil streets in the suburbs that are away from the bustle of the central city.
To make the streets of Paris feel safer, HandsAway, a non-profit organization that fights violence against women, partnered with advertising agency TBWA/Paris.
It was achieved by simply increasing the brightness of existing digital billboards in poorly lit areas.
Digital Billboards in the West of Paris convert 20% brighter from 9 PM to 7 AM, Illuminating the streets and giving people a sense of security.
As part of the campaign, HandsAway hopes to reignite debate about the necessity for every human being to enjoy freedom in the street, regardless of time or place.
CREDITS
Brand: HANDSAWAY
Agency: TBWA\Paris
Brand Managers: Alma Guirao & Lucile Dupuy
Agency Managers: Jonathan Serog & Julia Montagu
Executive Creative Directors: Benjamin Marchal & Faustin Claverie
Artistic Directors: Morgane Alexandre & Sébastien Skrzypczak
Production: \Else
Post-producer: Eléonore Girard
