Air and Amnesty let you look at a bench through the eyes of a woman

On International Women’s Day, Air and Amnesty launched a campaign to stop unwanted sexual behaviour. Offensive comments on the street, groping on the tram, obscene gestures in the park … these are just a few examples of things 1 out of 5 women experiences in public space every day. With this enormous number comes an even bigger one: the number of witnesses who do nothing. On International Women’s Day, Amnesty International comes with a clear call: victims and witnesses, let yourselves be heard.

To start the conversation, Air has created a stunt. Common places in the public space were transformed into how women experience them. For example, the armrests of a bench and a bus seat were transformed into obscene and groping hands. Unfortunately, these unwanted intimacies are part of a bus ride or resting on a bench for many women.

"Various studies have shown that the vast majority of women have already been harassed in the public space", confirms Valérie Michaux, campaign and communication coordinator at Amnesty International. "This is a direct attack on their freedom. Everyone must be able to move in complete safety. That is why it is time to react and use all available measures to ensure that women can go in our public spaces without risk. "

The bench can be seen at the Parc Royal in Brussels and the bus seat was installed on the W line from Bruxelles-Midi to Braine l'Alleud. Air made a film about the stunt to launch a clear call via the social channels of Amnesty: let’s create a public space together where everyone feels safe.


Agency : Air­

Brand : Amnesty International

Client : Valérie Michaux, Philippe Hensmans, Zoé Spriet

Executive Creative Director : Eric Hollander

Creative Director : Bart Gielen

Creatives : Han Verschaeren, Ruben Van Maldeghem

Strategic Planner : Mélanie Dalla-Riva

Connection Planner : Maxime Van Santen

Account team : Pauline Heraly, Chloé Pierloot

3D Production : Achillesdesign & Zigg Zagg

Designer : Clara Climent

Photo retouching : François-Olivier De Deyn

Editing: Jelle Stroo

Camera: Ivo Maes

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About air brussels - partner of McCann

Air is the leading independent agency in Belgium, an exclusive partner of McCann Group. Strategic, creative irrespective of the communication channel and results focused, Air intends to give meaning to the lives of brands, their users and its employees. 

Air is committed to being a source of inspiration with a view to a more sustainable world, and an action driver for its employees, clients and partners. On the strength of this commitment, the agency has begun a B Corp certification process. It is already a ‘zero carbon’ company in terms of its own emissions and is able to neutralize the emissions of its clients’ campaign productions, through its proprietary algorithm.


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