Not to blame

07 : 12 : 2016 Blamé : YMCA Canada : Juniper Park

Toronto – YWCA Canada has launched a fashion collection that uses online troll comments to combat the blaming of sexual assault victims.

  • The collection, Blamé, was promoted with stylised videos and used abusive online comments as product descriptions
  • The campaign marked the International Day for the Elimination of Violence Against Women
Blamé by YWCA Canada, Toronto. Blamé by YWCA Canada, Toronto.
Blamé by YWCA Canada, Toronto. Blamé by YWCA Canada, Toronto.
Blamé by YWCA Canada, Toronto. Blamé by YWCA Canada, Toronto.
Blamé by YWCA Canada, Toronto. Blamé by YWCA Canada, Toronto.

The fashion brand, created in collaboration with Juniper Park\TBWA, aims to address how assault victims are often blamed. Although none of the pieces could be purchased, the collection, Blamé, was unveiled with a pop-up store and website.

The pop-up store presented pieces such as a black dress, a mini skirt and heels, accompanied with a placard displaying a real comment taken from social media. Next to a lipstick, a comment stated that wearing lipstick is a trap. Next to a miniskirt, a comment read: ‘if she wasn’t dressed like a skank, she wouldn’t get raped’. The website echoed this, with the quotes replacing the product descriptions in an e-commerce template.

‘When you look at the actual statements that victim-blamers make, it always comes down to what victims were wearing, how they were behaving, what they drank,’ Terry Drummond, chief creative officer at Juniper Park\TBWA, told Fast Company. ‘Our point of view is that no one ever asks to be raped… The campaign is pleading to say, think before you speak.’

The Big Picture

In a time when social media means brands can’t be everything to everyone, brands are choosing to boldly stand up and support controversial causes openly. For more, see our macrotrend Backlash Brands.

You have 2 free News articles remaining. Sign up to one of our membership packages from just £100 a month.
View Subscription Offers Sign in

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more