Hé - raising awareness of street harassment (2015) (France)

For the 5th annual International Anti–Street Harassment Week, BETC and the French association Stop Harcèlement de Rue (End Street Harassment), created a special application... It's a bit like "Yo!" except is says "Hé!" and after a few days use you'll notice it gets you a few more "Hé!" than you bargained for... What can we call this type of idea? A trap-app? Either way it's pretty clever so here download the iTunes version and start saying "Hé!" to all your mates.

Now, I feel like I've seen this before (uh-oh), but there's also another thing that nags me... Will enough people download and be tricked by the app once the case study here is out? Maybe, if enough of us do the "crying game" secret and make our friends use it without telling them what the catch is.

Ad Agency : BETC
Art Director: Steven Poindron
Copywriter: Guilliame Palmantier
Development: Florent Remize
App: Sidereo