Stand Up To Harassment x L’Oreal Paris at Boardmasters

Stand Up To Harassment x L’Oreal Paris at Boardmasters wins at the UK Festival Awards

L’Oreal Paris aimed to amplify their “Stand Up Against Street Harassment” brand cause by engaging new audiences through a partnership with Boardmasters. Their aim was to raise awareness and encourage participation in L’Oreal Paris’ 10-minute training course, which educates people on how to combat and eradicate street harassment utilising training.

The challenge was twofold: first, to initiate meaningful conversations about a sensitive topic like harassment in an environment that typically centres around fun and light-heartedness; and second, to do so in a way that feels authentic and informative without causing fear or discomfort.

At the L’Oreal Paris activation stand at Boardmasters 2024, festival-goers could engage in activities that promoted empowerment and allyship, all while learning practical steps they could take to combat harassment. Ambassadors led conversations focused on action and support, ensuring that attendees left feeling equipped rather than overwhelmed.

By combining an authentic commitment to social good with a festival-friendly experience at Boardmasters, L’Oreal Paris redefined what a brand activation could achieve. Its focus on festival safety, workforce training, and empowering both staff and festival-goers made the experience not only unique but also highly impactful, setting a new standard for how brands can contribute to safer, more inclusive spaces.