About Last Night: The Team Behind 'That's Harassment' Celebrates 30 Sec PSAs
If you haven’t seen the six films known collectively as That’s Harassment, do yourself a favor and take a peek. They’re tough to watch, and that’s kind of the point—each film is based on a true story and is meant to help us understand what is (and more importantly, isn’t) ok. Born out of Israeli Director Sigal Avin‘s frustration with an industry fraught with sexism, That’s Harassment came stateside this time last year, with Avin working alongside actor David Schwimmer and Milk Studios’ Mazdack Rassi, to sweeping praise. Now, in partnership with the Ad Council, RAINN, NWLC, and the NYC Mayor’s Office of Media And Entertainment, the 5-minute films will play as 30-second PSAs online (on sites like Hulu, Amazon, and Showtime) and in cabs all across New York City. It’s a triumph that Avin couldn’t have imagined at the onset of the project. Last night, the team had a fitting celebration.
It was a privilege to represent the @adcouncil tonight at @MilkStudios for the launch of Sigal Avin & @DavidSchwimmer's #thatsharassment campaign, with @juliemenin @RAINN @nwlc. These are MUST-WATCH, especially for men. There are no 'grey areas'. @nytimes https://t.co/t4FfVr50vE
— Cindy Gallop (@cindygallop) January 30, 2018
With words from Cindy Gallop of the Ad Council, David Schwimmer, Mazdack Rassi, NYC Commissioner Julie Menin, and of course Director Avin herself, the audience was able to get a firsthand account of why these stories are so important to tell. And of course, the evening wouldn’t have been complete without a screening of all six 30-second PSAs. As they reach more and more people, the stats are staggering (in a good way): as of yesterday, the PSAs will run in 30,000 taxis across New York City, culminating in over 100,000 impressions per day. That’s a lot of views, and, here’s hoping, a lot of enlightened perspectives as a result.
While the That’s Harassment team celebrates an obvious triumph, there’s clearly still work to be done. The fight for gender equality is far from over. Let’s continue it together.
Stay tuned to Milk for more on gender equality.