WPP’s Wunderman Thompson New York has created a new campaign for the United Nations called “Unpack the Everyday” .
It’s targeted to the U.S. market and is part of the UN’s broader campaign to fight gender-based violence.
The campaign is designed to shed light on what the agency says is the burden women carry to feel safe on a daily basis. It looks at the everyday items that women carry — like walking with keys between their fingers in case they need to defend themselves against an attacker, to wearing sunglasses to avoid unwanted eye contact.
Women in the U.S., per the campaign, are constantly thinking about how to stay safe.
“By highlighting these everyday items in a bold, impactful way, we hope to spark conversation that can lead to empathy, action and a safer world for women everywhere,” said Jessica Stewart, creative director, Wunderman Thompson New York.
The creative work will be on display in Times Square and across digital partners, including Snapchat, Vox and Complex. WT sibling GroupM brokered the media pro bono.