Surprisingly, but in our world there is still a place preconceptions towards women. Many tend to think that all the problems related to violence, discrimination and misogyny, «the fairer sex» asked themselves. If she was raped at a party, it is all because she had a bit too much to drink, but there is no man’s fault. While reading what people (both men and women) post on this topic in Twitter, you might think that in order to become a victim of violence, you simply need to wear a skirt, heels, lipstick and to be beautiful. But there are still those who are not willing to put up with this injustice. YWCA Canada and Juniper Park\TBWA made a bold move, launching a fashion and lifestyle brand Blamé.

#NeverBlameTheVictim

 

Solid Start Once Again

YWCA Canada, working with agency Juniper Park\TBWA, decided to break down stereotypes women’s style, clothes preferences and high fashion in general one more time. On November, 25 they launched a fashion and lifestyle brand Blemé – a part of YWCA Canada’s annual Rose Campaign – to challenge the idea that clothes equal culpability. The whole campaign runs for 16 days, culminating on December 6, the anniversary of the Montreal Massacre and Canada’s National Day of Remembrance and Action on Violence Against Women. The brand declared itself firing high-fashion ads on YouTube and Instagram. «What are you looking for?» and «Are you asking for it?» they solicited over a woman’s plunging neckline.

#NeverBlameTheVictim

 

However, the most memorable moment was the event at a Toronto pop-up shop which brought together all remarkable fashion bloggers and social influencers. All the items, like little black dresses, cute leather minis, towering heels that have been submitted, did not have a price tag or designer information. Instead, next to each subject there was a tablet featured a real tweet from someone who passed judgement on a woman he didn’t know. Even grammar has been saved: «She got on sum tight ass dress an she not trynn fuck nuffn. Bitch u kno females get raped for being pretty» or simple «She was drunk». Every detail has been chosen according to the negative tweets. For example, right next to dark lipstick was a comment that wearing lipstick «is a trap» and is “asking for it».

#NeverBlameTheVictim

 

#NeverBlameTheVictim

This is how the main idea of the project really sounds. If you watch the online teaser films, you will see that the red stylized accent for Blamé transform into a giant red X through the brand’s name. Under the name appears the campaign’s hashtagline – #NeverBlameTheVictim.

#NeverBlameTheVictimAnn Decter, director of advocacy and public policy for YWCA Canada, spoke about the idea of the project: «There’s a transformational moment in that women are coming forward and saying this happened to me and talking about it. They’re not afraid to do that so there’s a shift that’s happening. But we still have a fair bit of victim blaming. We still have a court system that’s really not functional for women who are sexually assaulted. And we still have a lot of conversations about how assault is a result of a woman’s behavior, and we have a court system that says these events didn’t happen». To really understand the problem she proposes to compare violence with robbery. «When someone breaks into a house, you don’t start asking if that person’s house is messy. You just hear that it’s a criminal event,» – said Decter.

Terry Drummond, Juniper Park\TBWA chief creative officer, explained that the purpose of the campaign is to give society the way for reflection. «Our point of view is no one ever asks to be raped. <…>. For whatever reason people feel like they have this idea of what’s right and they just say it because they’re sitting at their keyboard and they feel it’s harmless. The campaign is pleading to say, think before you speak».

The whole idea with brand clothing and the opening of the boutique – all this in order to let people know that black dress is just a black dress. If you go out and get sexually assaulted, the dress is not the problem. «The problem is that someone sexually assaulted you,» – said Decter.

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