L'Oreal taps on Cinta Laura Kiehl to get Indonesians to stand against sexual harassment

In line with International Women's Day 2021, L'Oreal Paris has launched its "Stand Up" movement to tackle street harassment in Indonesia. The campaign, which will run through to December 2021, is fronted with a film featuring Cinta Laura Kiehl, an Indonesian actress, model and the new L'Oreal Paris brand ambassador. Created by M&C Saatchi Indonesia, the minute-long film tells how Laura Kiehl feels unsafe in public spaces as people feel entitled to comment on her appearance. She also pointed out that eight out of 10 Indonesians women feel the same. The film ends with a call-to-action for viewers to participate in L'Oreal Paris' Stand Up programme through a dedicated site, to train them to stand up against street harassment and help to diffuse the situation.

L'Oreal Paris' Stand Up programme aims to train 100,000 Indonesians and build a community of people who will make public spaces safe for women. Improved awareness, brand equity metrics and net promoter score will be measured to showcase the efficacy of the campaign. The campaign is also done in collaboration with Komnas Perempuan - the National Commission on Violence Against Women and non-profit organisation Hollaback Jakarta, a part of the global movement to end harassment and create safe spaces for women. 

Besides the film, there will be a series of social media engagement activities and influencer programs which will run throughout the year as well. The campaign will be promoted through digital channels such as YouTube, Facebook, Instagram, and programmatic digital ads through various publishers.

In a conversation with MARKETING-INTERACTIVE, Anish Daryani, founding partner and president director of M&C Saatchi Indonesia, said the aim of the campaign is to encourage more Indonesians to take the Stand Up course on the website and get educated on what they can do when they face sexual harassment. "Sexual harassment is widely prevalent in Indonesia which women face on a day-to-day basis in public transport, ride hailing, in malls and other public spaces. But many remain bystanders and do not intervene, believing it doesn't concern them," he added. 

The campaign is also aligned with L'Oreal Paris' brand purpose which is about creating self-worth among women. Maria Adina, brand general manager, L’Oréal Paris said: "The Stand Up movement is our way of actualising our brand purpose of building self-worth in women. Sexual harassment is very rampant on the streets of Indonesia, so much so that women don't even realise when they are being harassed. We believe our programme will create positive change in Indonesian society and make it safer for women to move around freely, without the fear of facing harassment."

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