Challenge
The aim was to educate younger generations in order to provoke a deep and sustainable cultural change on this worldwide issue. Although one cannot understand what survivors experience without having lived through gender-based violence oneself, via #ICouldHaveBeen, the Kering Foundation aimed to draw attention to the higher risk of violence girls and women face, simply for being born female.
Idea
Parents expecting a child think of various names. As men, we all have a girl name that was destined for us. We all could have been born a girl. Your name may be Alessandro, James, or Wei, but you could have been Li Olivia, Chiara.
We all could have been HER: the 1 in 3 women who are victims of violence worldwide.
The starting point of the #ICouldHaveBeen campaign is this urging call from women, who, for the past years, have repeatedly asked men to become advocate for change on the issue of violence against women. This already tense climate was compounded by the infamous Harvey Weinstein case. As a result, women’s unanswered call had no choice but to be heard. The objective of the #ICouldHaveBeen campaign was to give men the opportunity to, not only realize that they could have experienced violence themselves, but also support women in their fight for change.
