Leeway and University of Lucerne take action against sexual harassment in university environment

Sexism and sexual harassment are a reality in the Swiss higher education landscape. That is why Swiss universities, research institutions and university-related organizations are launching the first national awareness day. The young agency Leeway is responsible for the campaign.

Swiss universities, research institutions and university-related organizations are working together to combat sexism and sexual harassment. With the first nationwide "Sexual Harassment Awareness Day. on March 23 is intended to raise awareness of sexual harassment at our own institutions. It is a first for universities and research institutions across Switzerland to join forces and work together for a university culture in which transgressive behavior has no place.

Deliberate departure from the victim narrative

Leeway is responsible for the communication of the campaign. The aim of the communication around the awareness day is to impart knowledge and thus provide concrete options for action to superiors, affected and observing persons, so that they can take better and faster action against harassment. In doing so, the agency deliberately decided against "victim communication" and sought a new approach that conveys a positive mood of optimism, as Florin Rüdisühli, campaign manager at Leeway, explains: "This DNA shapes all communicative measures, from the core of the campaign design to the implementation of the cross-media content strategy."

Video message with 34 Swiss rectors

The campaign begins with a strong message. In a joint video message, 34 Swiss rectors speak out against sexual harassment, making it clear that transgressive behavior has no place at their institutions.

This measure was also coordinated and implemented by Leeway. "We are very pleased that this joint action has come about," says Rüdisühli. "The fact that we, as a young agency, were able to expand and strengthen our network throughout Switzerland as a result is a nice side effect."

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