Actress Cinta Laura Kiehl urges Indonesians to stand up against sexual harassment in new L’Oreal Paris campaign via M&C Saatchi
M&C Saatchi Indonesia has been appointed by L’Oreal Paris to create the manifesto film for its global Stand-up Movement to tackle street harassment in Indonesia.
Sexual harassment is widely prevalent in our societies, from the poorest to the most progressive. Sexual harassment in public spaces leaves many women feeling vulnerable and incapable of responding in unfamiliar situations. Street harassment, in particular, is commonly faced by women in Asia.
The campaign featuring Cinta Laura Kiehl, an Indonesian actress, model and the new L’Oreal Paris brand ambassador, is in collaboration with Komnas Perempuan – the National Commission on Violence Against Women and Hollaback Jakarta which is a part of the global movement to end harassment and create safe spaces for women. The launch happened on International Women’s Day, 2021.
The programme aims to train 100,000 Indonesians and build a community of people who will make public spaces safe for women.
Maria Adina, brand general manager, L’Oréal Paris, said: “The Stand Up Movement is our way of actualising our brand purpose of building self-worth in women. Sexual harassment is very rampant on the streets of Indonesia, so much so that women don’t even realize when they are being harassed. We believe our program will create positive change in Indonesian society and make it safer for women to move around freely, without the fear of facing harassment.”
Anish Daryani, founder and president director of M&C Saatchi Indonesia, said: “Sexual harassment is widely prevalent in Indonesia which women face on a day-to-day basis in public transport, ride hailing, in malls and other public spaces. But many remain bystanders and do not intervene, believing it doesn’t concern them. With this campaign, the aim is to train them to stand up against street harassment and help to diffuse the situation.”
The global campaign, which was launched on International Women’s Day last year, has already gained tremendous momentum in France, Spain, Argentina, Canada, U.S., Mexico, Italy and India.
For L’Oreal Paris, taking a stand against street harassment, is aimed at building self-worth among women around the world – a value that is at the heart of the brand. L’Oreal ambassadors like Celine Dion, Helen Mirren, Eva Longoria and Andie McDowell have lent their global status and influence to spread messages of self-worth while putting their weight behind standing up against street harassment.