Neon Chameleon | #followersNOTwanted
Client: private project
Agency: Neon Chameleon (laila sumpton & damian wilk)
Role: CREATIVE | PHOTOGRAPHY
Agency: Neon Chameleon (laila sumpton & damian wilk)
Role: CREATIVE | PHOTOGRAPHY
_Pre-production
All models are volunteers, driven by the same values. Some of them victims of sexual harassment themselves. We went forward with an open models call, which included idea description, campaign plan, already done location recce and moodboard - thinking about small project with a few photo sessions. 180 models responded. And then 10 make-up artists asked to join. And 3 fashion designers. We knew we've had something bigger in our hands.
_Reason
Public Sexual Harassment (PSH) is a problem not taken seriously enough by government nor by society. It’s highly gender non-symmetrical, as most victims are women. Government isn’t doing enough to tackle it, while society is responding strong enough to it. With high % of unreported incidents, victims anxiety, lack of support and society’s polarization, it’s basically normalized. This is absurd. We stand against it.
_Campaign
We’ve prepared 10 x 3 photo sets + 10 x 3 Instagram infocards. All
The twist is in models holding a self-defence prop or symbol (piked gloves, rape alarm or keys in the fist) either without seemingly acknowledging it or treating it like a piece of jewellry. On many levels this seems absurd. Just like it is absurd for women to have to feel the necessity of holding them on their way home.
_Results
We've worked with 10+ organizations big and small. We've involved 20+ influencers and little businesses, big and small. We've created photography, curated social media posts, guidebook on how to deal with online harassment, and spread the word about policy-changing petition (which in the end transformed into a new law).
_Chameleon
... cause we talk about absurds that can keep hiding in plain sight from public debate. Unsolved social issues, which are growing harder to solve as they keep on being normalised by a lack of opposition, lack of action against, lack of pushback. We stand with and learn from the experts in the fields we are investigating and adding our creative lens.
_Neon
... cause we're on a mission to make these chameleons neon, bright, visible, flashing bright, talked about, challenged.
_Collective
...presence of this word in all our comms makes it easier to direct people's thoughts what are we. It excludes things like jewellery brand, nail polish colour, car paint shop etc. Makes people interested to check what exactly we are about. Shows our ethics in terms of collaboration and inclusion.
