That experiment involved installing cameras that would take tight shots of male buttocks and display them on screens for all to see. In the video, a number of men are shown expressing disgust and embarrassment.

“We wanted to do something different,” said a Yeliz Osman, a program coordinator with the Mexican UN Women office. “We wanted to target men because on a global level, the majority of programs talking about sexual violence or sexual harassment always target women and girls. We wanted to change that because we don’t think that women are the problem.”

The campaign is called #NoEsDeHombres (a rough translation would be “this isn’t manly”), and it is aimed at men, both with the video ads and with newly unveiled print ones that show guys giving lascivious looks with slogans like “this is how your mother gets looked at every day.”