Breakthrough is a global human rights organization working to end violence against women by transforming the norms and culture that enable it.
Working towards a multi-channel campaign addressing sexual harassment, Breakthrough approached us with the powerful idea of addressing the apathetic bystander with the cliched (and problematic) point-of-view: She’s asking for it. The communication strategy behind the campaign, was to hold up a stereotypical phrase (asking for it) that is symptomatic of deep-rooted gender bias, and use it to both condemn the act of blaming the victim and also demand a positive action from the bystander.