In the heart of Brussels, a dimly lit alley named Rue Botanique has become the canvas for a powerful and poignant Christmas campaign titled “All I want for Christmas is safer streets,” orchestrated by the collaborative efforts of Mutant, L’Oréal Paris, and the non-profit organization ‘Touche Pas À Ma Pote.’ This campaign sheds light on the pervasive issue of street harassment against women in urban settings.
A recent survey conducted by L’Oréal Paris and ‘Touche Pas À Ma Pote’ revealed a disconcerting statistic: 95% of women in Belgium feel unsafe when walking in the streets. This survey, involving 1,000 women, unveiled the stark reality of insults, intimidation, and aggression that women continue to face on the streets, especially in large urban cities like Brussels.
To draw attention to this pressing issue and demand concrete action, independent agency Mutant devised a visually striking and impactful stunt. Rue Botanique is now adorned with five enormous Christmas light garlands, each featuring motifs dedicated to the various forms of street harassment against women. This installation serves as a visual representation of the challenges women often encounter while walking alone on the streets and conveys the collective wish of all women: “All I want for Christmas is safer streets.”
Jonathan d’Oultremont, a creative at Mutant, explained the thoughtful design process: “The idea was to illuminate a street because we know it’s part of the solution and simultaneously highlight the problem. Literally. With what everyone loves to admire on the streets: Christmas lights.” The motifs on the Christmas lights were crafted based on survey results, such as replacing traditional snowflake patterns with keys, symbolizing the 20% of women who use keys as a potential self-defense tool.
Anneleen Coppens, Brand Reputation Director at Mutant, highlighted the campaign’s strength, stating, “The strength of these out-of-home advertisements lies in the contrast between the enchanting and comforting aspect of Christmas lights and the gravity of the problem we wanted to expose.”
However, the campaign extends beyond raising awareness. L’Oréal Paris’ CSR program, Stand-Up Against Street Harassment, encourages individuals to take the Stand Up training, providing guidance on responding to street harassment situations. The free online training is accessible on the website https://www.standup-international.com/be/fr/. Additionally, ‘Touche Pas À Ma Pote’ organizes group training sessions, emphasizing the urgent need to address street harassment and create a world where self-esteem is a right, not an injustice.
The five Christmas lights will remain illuminated on Rue Botanique in Brussels until January 9, 2024. The public is encouraged to visit, admire the installation, take photos, and share them on social media using the hashtag #SaferStreets, fostering a collective commitment to making public spaces safer for women. This collaborative campaign not only raises awareness but actively engages in empowering women and fostering solidarity in the face of an urgent social issue.
