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UN Women Unpacks the Everyday in Campaign Against Gender-Based Violence

The Wunderman Thompson campaign highlights the fear of violence women face daily as part of the 16 days of activism

UN Women Unpacks the Everyday in Campaign Against Gender-Based Violence

Wunderman Thompson New York, a WPP agency, has announced their new “Unpack the Everyday” campaign for UN Women, which is running as a part of the 16 Days of Activism against Gender-Based Violence. Produced under a broader partnership with WPP and UN Women with pro-bono media brokered by GroupM, the campaign for the U.S. market sheds light on the burden women carry to feel safe on a daily basis.

You can check out a gallery of images from the campaign below:

In a world where one in three women experience physical or sexual violence in their lifetime, women are socialised to be continuously on guard. This is an emotional, physical and economical drain on half of the global population. In order to create a society intolerant of violence, men and boys must first become aware of the time women and girls spend thinking about their safety.

“From catcalling to sexual harassment to rape, women and girls face violence in many forms across the globe. Not a single country in the world has managed to end it. This powerful campaign shines a spotlight on this critical issue, and uncovers the daily burden that women carry as a result of the fear of violence,” said Oisika Chakrabarti, Chief of Communications & Advocacy a.i., UN Women. “We hope this striking campaign will create awareness and also trigger actions to end this violence, which is a gross human rights violation.”

To help men and boys gain a better understanding of this burden, Wunderman Thompson took a deeper look at the everyday items that women carry. From walking with keys between their fingers in case they need to defend themselves against an attacker, to wearing sunglasses to avoid unwanted eye contact, women are constantly thinking about how to stay safe.

“By highlighting these everyday items in a bold, impactful way, we hope to spark conversation that can lead to empathy, action and a safer world for women everywhere,” said Jessica Stewart, Creative Director, Wunderman Thompson New York.

The creative work will be on display in Times Square and across digital partners including Snapchat, Vox and Complex in order to raise awareness among men and boys about how women see the world. The creative shows how everyday things have a duality, which many may not realize. The campaign website, www.unpacktheeveryday.org, also provides actions we can all take to help create a violence-free world for women and girls.

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Agency: Wunderman Thompson New York

CEO: Joe Crump

Executive Creative Director: John Staffen

Creative Directors: Jessica Stewart, Larry Silberfein, Mary Warner

Art Director: Joel Chua

Copywriter: Burk Smyth

Junior Art Directors: Shivani Shah, Ahmed Fayez Aly

Account Supervisor: Christine Kappesser

Account Manager: Tess Rosenbloom

Planning Director: Victoria Radziunas

Media: GroupM


Photographer: Paul Sirisalee @paulsirisalee

Prop Stylist: Raina Kattelson @rainakattelson

Manicurist: Tee Hundley @tee.fornails

Production: Big Leo Productions @bigleoproductions

Editorial & Animation: Hogarth New York


Organization: UN Women

Executive Director: Phumzile Mlambo-Ngcuka

Chief of Communications & Advocacy, a.i.: Oisika Chakrabarti

Digital & Interactive Communications Lead and WPP Liaison: Jaya Jiwatram

Communications guidance and support: Marisa Grattan, Mark Burwick, Sarah Gilbertz, Derya Weckesser, Athena Rebutiaco Cortez, Jeongwon Seo, Shardae-Hilder Yilma, Elif Gulec, Mariana Mellado, Ryan Brown, Urjasi Rudra, Jodie Mann, Vijay Majeti, Ali Jafry

Policy guidance: Khamsavath Chanthavysouk, Juncal Plazaola-Castaño

Category: Corporate, Social and PSAs , Government