Vodka Mariette campaign combats catcalling
French brand Vodka Mariette has taken a stand against street harassment with a new campaign that will see its delivery drivers sign an oath to never engage in catcalling.
According to figures provided by Vodka Mariette from non-profit organisation Stop Street Harassment, 65% of women and 25% of men have experienced offensive behavior in public, ranging from sexual to xenophobic in nature.
In a bid to raise awareness of the issue and “set an example of proper conduct”, the brand – a French girls’ name that translates as ‘little rebel’ – has launched its ‘Yes to Vodka, No to Catcalling’ initiative that will require all truck drivers transporting Vodka Mariette to sign the ‘Drivers of Change Oath’.
The oath, which reads as follows, has been made public in the hope that other brands will follow suit: “I, the undersigned, agree to never be engaged in behaviour considered ‘street harassment’ or ‘catcalling’ towards any individual at any time. Such actions are defined as, ‘unwanted comments, gestures, and actions forced on a stranger in a public place without their consent and is directed at them because of their actual or perceived sex, gender, gender expression, or sexual orientation’. I understand that signing below is purely a good gesture moving forward and is in no way an admission of prior poor conduct.”
A statement from Vodka Mariette reads: “Considering our drivers were hired due to their stellar character in the first place, and seeing their enthusiasm in this program, we are confident that they have never been a part of street harassment issues.
“However, they recognise that stepping forward, as the members of the supply chain who are consistently mobile, to help end this problem is a bold statement coming from a part of the team that is usually behind the scenes.
“They’re addressing the cause, rather than the often seen victim-shaming, without fear of being considered responsible. That said, it is exciting to finally provide an opportunity for this essential element of the venture to contribute to the brand and personally show that our reverence for hospitality goes beyond the confines of the bar or restaurant.”
Vodka Mariette is distilled five times in Bordeaux from GMO-free, French wholewheat and Ambes springwater.
The line also includes three flavoured extensions: Raspberry & Pomegranate, Vanilla & Coconut, and Orange & Pineapple.