Adopting a zero-tolerance approach to sexual harassment

There was already awareness about the campaign but Sail was asked to come on board and create a brand system and useful tools such as templates and training packs.

This campaign’s ultimate goal is to end sexual harassment in the night time economy; by educating, training, supporting staff and patrons, and reinforcing it with bold, unapologetic marketing and communications. Using their existing logo as a starting point, we slanted the typeface to make it feel less polished and more informal. We also brought in illustrative elements to bring it to life.

Nearly 40 venues, promoters and collectives have been certified by the scheme so far and the programme is proving so impactful it’s expanded outside of the region, with a scheme now running in Northamptonshire and more locations planned in the foreseeable future.

“It’s fantastic to see more bars and pubs supporting the Shout-Up! campaign, with hundreds of staff across the city now trained to recognise the signs of sexual harassment so they can intervene in a safe manner. Having more venues onboard reinforces our message that we will not tolerate anyone being left feeling uncomfortable, frightened or threatened by this type of behaviour.

Newcastle is a city renowned for its brilliant nightlife and we want to keep it that way so we will continue working closely with partners and listen to our communities to ensure everyone can enjoy their nights out safely.”

Cllr Lesley Storey, Newcastle City Council Cabinet Member for Vibrant City