The complexity of #MeToo: the evolution of the Twitter campaign in Europe

Social media campaigns have an important role in raising public awareness to define the extent, the diffusion and the evolution of harassment and in developing social support for changes as a fundamental component of primary prevention strategies. The main findings of this chapter indicate that: a) the social media campaign engagement against sexual harassment is higher with its locally translated hashtag than the international version; b) the social media campaign is polarised between an individual, more introspective level of sharing experiences (such as in France with #balancetonporc) and a collective awareness, active grassroots movement at workplaces (such as in Sweden with #sistabriefen); c) in order to understand how to foster a positive social engagement encouraging survivors to speak and share their experiences and to embrace social support for change, the “sentiments” in social media deserve further attention.