Does the Cannes Lions Festival have a problem with sexual harassment?

Worryingly, it would appear so. And the self-styled ‘Home of Creativity’s’ decision to introduce dedicated safe-zones for this year’s event certainly seems to be an implicit admission of that fact.

It also doesn’t show the industry at large in a very good light. But at least the issue is now being spoken about a lot more openly, with several women coming forward to expose the harassment they suffered at last year’s event.

As reported in AdWeek and Campaign, two of the more serious cases saw a pair of American undergraduate students filing a police report claiming they were sexually assaulted by a contractor who worked in the advertising industry in the gardens of the luxury Carlton Hotel.

In addition, Dagmar Bennett, director of TV documentaries and partnerships at Brixton Finishing School, went public with her experience of a senior male colleague propositioning her for sex in exchange for money.

Will the safe zones make a difference?

The key question on everyone’s lips will no doubt be: “Will these safe zones actually keep anyone safe?” and while we can’t possibly know the answer yet – they are at least a step in the right direction.

Offering victims, or potential victims safe, secure spaces is naturally paramount – but it could be argued that these installations don’t actually tackle the problem at its source, and that broad behavioural change is what is needed.

Initiatives such as bystander training by anti-harassment organisation TimeTo will hopefully help people feel more comfortable in recognising and calling out sexual harassment if they see and experience it, but the root cause of this issue at Cannes is often the mismatched power dynamics at play.

“The Safe Zones will hopefully ensure those affected can get the appropriate support straight away and hopefully act as a deterrent to potential perpetrators, knowing that there is quick and effective support available 24 hours a day at the festival and that they will be made accountable for their actions,” says Pippa Glucklich, chair of TimeTo and CEO of Electric Glue.

“However, eradicating sexual harassment requires a range of different approaches, from proactive and practical education and training – including speaking directly to those who may sexually harass – clarifying what constitutes sexual harassment and what the repercussions are; preventative measures by employers who have a responsibility to protect employees; signposting and support for those affected.”

She continued: “What we have done this year is work with Cannes to provide the Active Bystander training for their team and that they can offer to anyone who wants it.

“Last year, we created a guide, Celebrating Safely at Cannes, that gives advice for employers, managers, attendees and for those who may not know what does and doesn’t constitute sexual harassment because the onus shouldn’t have to fall on the person who is being harassed to protect themselves. It’s everyone’s job to keep everyone safe and look out for one another.”

Praising TimeTo’s initiatives, Gill Huber, MD at Ingenuity+ says: “Building a safe environment for all to thrive in Cannes is really important and the Cannes Lions team are taking on board feedback and making practical additions to provide more safeguarding measures to ensure everyone who attends the festival can enjoy it safely.

“Initiatives like this alongside TimeTo offering guidelines and education around sexual harassment at industry events, plus the more recent launch of a ‘bystander training’ programme are all important in building an inclusive, safe experience for all.”

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Is it a Cannes Lions problem, or a society problem?

So does Cannes Lions really have a problem with sexual harassment? The most accurate answer is probably: yes and no.

Yes, in the sense that like any major industry event, there will be alcohol and senior figures interacting with more junior staff, where power imbalances will inevitably manifest themselves in unwanted attention and advances.

No, in the sense that as a reflection of society at large – sexual harassment in some form or another is simply unvoidable at an event bringing together thousands of people, just as much as it could happen in other walks of life.

These are sad facts to read aloud, but they are simply that: facts, as Glucklich explains: “Cannes is a microcosm that reflects our industry, which reflects our society. Sexual harassment (which is linked to misogyny and other forms of discrimination) is still a huge issue which disproportionately affects women and those from other marginalised ethnic groups / the LGBTQIA+ community.

“We know from TimeTo research that working away from home and alcohol are two of the biggest exacerbating factors of sexual harassment – these come together in full swing at Cannes Lions Festival, as well as at other industry events across the calendar. Everyone is vulnerable at any festival because of these factors – there is also an additional variable of power dynamics between colleagues at play here, which alongside alcohol and other factors can create problematic situations where predators take the opportunity to commit harassment.

She adds: “Safe zones are one measure that Cannes has created with its safeguarding partner which will hopefully ensure those affected can get the appropriate support straight away, but worth pointing out that much of the information required for leaders and managers to keep their employees safe at Cannes and understand those grey areas is readily available in our Guide and the training we offer.”

A sad reflection of society?

Does the harassment witnessed at Cannes Lions last year reflect a worrying underlying trend within the industry, or is it simply once again a sad reflection of the way the world works?

The answer here is a very firm no. Owing to relatively strong male-female balance in comparison to other industries, the marketing and advertising sector does not generally have a pervasive issue with this kind of behaviour.

When put alongside other male-dominated sectors, it can appear considerably enlightened. That isn’t to say that individual companies don’t have cultural problems, nor that sexual harassment is not still a major concern within the sector’s workplaces.

The issue is unfortunately beholden to societal norms at large – and sexual harassment, misogyny and male violence are still sadly commonplace within British society.

“We know from research that sexual harassment is still going on in the industry – but it’s also a societal issue (71% of women in the UK have experienced sexual harassment). Since 2018 TimeTo has been producing resources, guidance and education around the issue, but, sadly, take up is still worryingly low,” Glucklich elaborates.

“Companies should know that the Worker Protection Act 2023 came into force in October last year, introducing a legal duty for employers to take proactive steps to prevent sexual harassment in the workplace and potentially huge compensation pay offs at employment tribunals if they don’t.

“Addressing the issue of sexual harassment directly at any industry event is the first step in tackling the problem; however to make a lasting impact and eliminate sexual harassment we need to collectively work as an industry, educating and training people to create a safe and welcoming environment that translates to adland events.”

It’s hard to tell whether these safe zones or TimeTo’s other measures will make a concrete difference for this year’s event – but what they certainly do is shine an uncomfortable spotlight on a very unsavoury, but important issue.

Awareness is always the first step, and the implementation of safe zone and bystander training is a clear, unequivocal move in the right direction, not just for the event – but for the industry at large.