CASE STUDY · PARAMOUNT
Correct Yourself: 16 Days of Activism against GBV
For Paramount's 16 Days of Activism campaign, we created a concept that turns familiar, excusing phrases into uncomfortable truths, shifting the focus from victims to the people who enable gender-based violence.
CLIENT
Paramount
SERVICES
PSA, Concept, Script, Content Creation
CHANNELS
TIMEFRAME
The brief
Shift the narrative around gender-based violence by speaking not only to perpetrators, but to those who excuse, minimise or remain silent. The campaign needed to avoid the typical victim-focused framing and instead centre accountability.
Our approach
Bohemian developed a concept built around confronting, familiar phrases that transition into uncomfortable truths. Real, tactile textures were used to give the visuals emotional weight, reinforcing the seriousness of the message. The language was deliberately structured to shift responsibility back to those who enable abuse, reframing the conversation around accountability.
Results
The campaign delivered a powerful awareness-led intervention, using concept-driven storytelling to challenge passive complicity and provoke meaningful reflection during 16 Days of Activism.