HARASSMENTALITY

A Feature Proposal Prepared on 17/11/2014

Background

ActionAid an international organisation, working with over 15 million people in 45 countries for a world free from poverty and injustice.

ActionAid's head office is in Johannesburg making it the only international development organisation with its head office based in Africa.

What makes ActionAid different is that they help people use their own power to fight poverty and injustice. Because that’s how real change happens – for families, for communities, for whole societies.

Action Aid focuses on the people that others forget. People in poverty. People who face discrimination. People whose voices are ignored.

The most recent campaign embarked on by ActionAid is one addressing sexual harassment

Client Objectives

Create awareness about sexual harassment

Point out what constitutes sexual harassment

Discourage behaviour that may be perceived as sexual harassment

Insight The defining characteristics of sexual harassment are that it is

unwanted, persistent and of a sexual nature. Examples of unacceptable behaviour include:

− Unwanted sexual comments (including comments about your body or private life)

− Unwelcome sexual invitations, innuendoes, and offensive gestures

− Wolf whistling, catcalling or offensive sexual noises

− Groping, pinching or smacking of your body, such as your bottom or breasts

− Having your skirt or top lifted without agreeing

− Someone exposing their sexual organs to you without consent

Concept Harassmentality is a way of thinking that justifies subjecting others to aggressive

or intimidating behaviour, in this case, of a sexual nature.

It is a non-word that references the excuses people make when they sexually harass others.

Some of these excuses and justifications include:

− Sexual harassment is normally exaggerated

− Most sexual harassment stories are falsehoods to settle a score

− Women, in particular, provoke harassment by the way they look/dress/act

− If you ignore it, it will go away

− It's just harmless flirting

− Victims of sexual harassment are all females

We'll package these sentiments into a feature that accurately depicts both men and women justifying their sexual overtures with these excuses.

Feature Sample

• Tag In: Harassmentality brought to you by ActionAid

• Body: (MVO) Hey Ted, what's up with the uproar about sexual harrassment lately? Typical women looking for attention nkt! (MVO2) I feel you bro. You know that hot new intern that everyone's been making a pass at? Well, get a load of this: today she threatened to report me. I mean what the hell!? It was just some harmless flirting! It's never that serious! (MVO1) Can't blame you man, did you see that little black dress she wore today? Barely even covered up those long creamy thighs. The woman's practically begging for a man! (MVO2) Oh-ho so she's playing a little hard to get huh? I know exactly what to do. I'm gonna flash her. I read somewhere that a woman can't ignore a decent package. It makes them weak in the knees.

• Tag Out: Harassmentality has got to go! It's Only Funny Until You

Become the Victim.

Feature Sample 2

Tag in: Harassmentality with ActionAid

Body: (FVO) You can't be serious Valentine. You want to quit because the boss has been coming onto you? How silly can you get? Let me tell you something honey. You can't make it in this business without giving it up to someone at the top. (FVO2) Don't worry about it Valentine, just ignore him and go about your business. He'll stop eventually.

(FVO) Hey girls, have you seen Jake today? (FVO2) Everyone knows you have the hots for him. Heard he changed departments. Says he can't put up with your advances. (FVO) What a baby. All I did was tease and grope him a bit. (FVO2) Forget him. He's probably gay. No straight male would turn down such an obvious come on.

Tag Out: Harassmentality has got to go! It's Only Funny Until You Become the Victim

Feature Package

• Each feature will be packaged separately and will run as 45 second spot three times across the day to ensure message receptivity and reinforcement.

• They will be rotated so that all week they are heard at different times of the day.

• The feature will be packaged in the following manner:• 3 x 45 second feature packages daily for a total of 15 reads per week in

the following time segments.• 6am – 10am• 12pm – 4pm• 4pm – 8pm

• In addition, ActionAid will receive the following, as added value:

• Spots - Two (2) x 30-second ROS commercial spots to be aired daily (Monday to Friday ).

On-Air Impact and Cost

The Feature has the following on air impact on a monthly basis:

TIME NO RATE (Kshs) TOTALROS Spots 30” 40 16,000 640,00045” Feature (6-10am) 20 52,500 1,050,00045” Feature (12-4pm) 20 38,250 765,00045” Feature (4-8pm) 20 45,750 915,000Production costs 130,000TOTAL Ksh.3,500,000

Our offer to ActionAid is 1,750,000+ VAT per month and is available for a minimum period of three months.

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