From silence to action: bystander tools to tackle sexual harassment in adland

Every year, industry events bring us together to celebrate creativity, build connections, and spark ideas.

But for many, they also bring discomfort, fear, and sometimes, sadly, even worse.

Alcohol, long hours, travel away from home, and blurred boundaries all create an environment where sexual harassment becomes far more likely — and far too often, it’s ignored or downplayed.

This year, after Cannes Lions, we once again heard the same stories. Crude comments. Objectification. Power dynamics playing out in inappropriate and damaging ways.

This viral LinkedIn post from an industry leader — detailing multiple incidents of sexualised, inappropriate remarks in a single week — is only one example.

And sadly, maybe at some point a brave person (or people) will stand up and tell everyone about how they were sexually harassed.

Don’t be a bystander

Because, let’s be honest: sexual harassment happens at our events. We know it does. And we also know that people are watching.

They’re watching what leaders say, what they do, and whether they intervene when lines are crossed.

That’s why TimeTo’s bystander training is so important. We often think that stopping sexual harassment means direct confrontation, and that can feel intimidating, especially in social settings where alcohol is flowing, or where hierarchies are at play.

The truth is, you don’t have to be confrontational to be effective. But you do have to act.

TimeTo teaches a safe, proven model that empowers anyone to step in without escalating the situation or putting themselves or others at risk.

It’s a set of tools for the moments that matter, on the terrace, in the queue, at the dinner table, on the dancefloor.

Tips for intervention

Here’s a quick top level breakdown of how to intervene safely and meaningfully:

Defuse:

Use light, non-confrontational language to interrupt the moment:

“That’s a bit outdated.”

“Let’s change the subject.”

“I think that’s enough questions for now.”

Distract:

Shift the conversation or redirect attention:

“Sorry to interrupt – I’d love to introduce you to my colleague.”

“I need help finding the next venue, can you come with me?”

Challenge:

This can be direct or more reflective:

Direct: “That’s not appropriate. Please stop.”

Curious: “When you said that, I wondered how it landed. Could we rethink it?”

Check in:

Quietly check on the person who was impacted:

“I noticed that seemed uncomfortable — how are you feeling?”

Document:

Make a quick note of what happened: what was said, by whom, when, and where. This can support future reporting or investigations.

Report:

With the person’s consent, raise the issue to HR, line managers, or event staff.

And remember: TimeTo is always available for confidential support and guidance.

Modelling a safer culture

The burden to stop sexual harassment must not fall on those experiencing it.

Senior leaders must model what a safe culture looks like — and be prepared to respond to reports with empathy, not judgment.

If someone says they weren’t themselves, or were caught up in the moment, don’t let that excuse harm. “It was just a party” is not a defence. It’s a red flag.

It’s our collective responsibility to shift the culture from silence and complicity to action and care. Most of us have left a conversation or an event and thought, “I should’ve said something.”

Next time, you’ll know what to do. Because silence protects the perpetrator, but action protects people.

Sexual harassment at industry events doesn’t stop because we hope it does. It stops because we act. One moment at a time.

Be an active bystander. Speak up. Step in. Support someone.

This is how we change our industry — together.