Luisa is here: No place for sexual harassment

"Luisa is here!" is the name of the project that helps women in particular to get out of unpleasant situations. frauenBeratung nürnberg for women and girls affected by violence has already gained many cooperation partners for the idea. NürnbergMesse is also adapting the awareness concept for its events.

Written by Maximilian Hensel & Reinhold Gebhart

Two people are standing and talking to each other. The woman is wearing a pink shirt and black pants, the other person, a man, is wearing a black sweater over a white shirt. On the left of the picture is a large screen displaying text in German. The text on the screen reads: “Luisa is here! Prevention project against sexualized violence!”. There is also vertical text that reads “Brussels”.

By asking the question ‘Is Luisa here?’, people in unpleasant situations, for example when partying or in other areas of public space, can turn to the staff and receive immediate and discreet help. Locations in numerous cities are participating in the Germany-wide campaign. ‘We launched the concept in Nuremberg in 2018 and were able to gain 25 partners by the start of the pandemic,’ reports Annalena Reber, project manager at frauenBeratung. ‘At the end of 2023, we started the second attempt and have since brought large and important cooperation partners on board.’ - including NürnbergMesse.

"Safer space" retreat

Together with the women's counselling service, the police and its service partners, NürnbergMesse is adapting the successful concept for its events. From the start of BIOFACH 2025, "Luisa" will be used at all events in the exhibition centre. People experiencing an unpleasant situation can ask the service staff at the exhibition centre "Is Luisa here?". Without having to explain themselves, they can then be accompanied by staff to one of the newly established "Safer Spaces". In these rooms, those affected will find materials to calm them down and reduce tension. Those affected also receive information on further support options. "Those affected decide what to do next after crossing the line", says Annalena Reber.

A woman is wearing a bright pink shirt. The background is blurred, but a rectangular illuminated sign with text on it is visible. — Annalena Reber is project manager of the awareness campaign at frauenBeratung nürnberg.

Education, awareness-raising and prevention

The awareness campaign is based on problem awareness and a culture of respect, which NürnbergMesse has also laid down in its ‘Code of Conduct’. NürnbergMesse has informed a large group of service partners specifically about Luisa and trained employees in catering, cloakrooms and security.

To this end, posters with QR codes will be put up in high-traffic areas. ‘We aim to educate, sensitise and prevent,’ says Simon Wagner from Security Management at NürnbergMesse, "sexual harassment and discrimination must have no place at our trade fairs and congresses. Everyone should feel comfortable with us."

Men have an obligation

Sabine Böhm-Burmann, managing director of frauenBeratung knows that women are usually the victims of discrimination and sexual harassment: "Sexualised assaults, sexist behaviour and threats are unfortunately not isolated cases. Far too often, women avoid certain places or locations because they have had bad experiences there and, above all, have not received any support." In Nuremberg, between 600 and 800 women and girls aged 16 and over seek support from the women's counselling service every year.

Annalena Reber emphasises that men also have a duty: "Silence protects the perpetrators. In their social environment and also in their behaviour, men need to be more aware of assaults and boundary violations against women and girls, not laugh at sexist jokes and intervene or offer support."

Three people are standing and talking in front of a large vertical screen or sign that says “Brussels”. The screen also shows some text and graphics, including the word “Messe” and an arrow pointing upwards. The background appears to be an indoor area with glass walls. — Numerous locations throughout Germany are participating in the Luisa campaign - including NürnbergMesse since February 2025.

Focus on people

‘At NürnbergMesse, people take centre stage,’ says the ‘Code of Conduct’ of NürnbergMesse: ‘We do not tolerate discrimination or harassment of employees, business partners, customers or other stakeholders.’ With its bright pink posters and trained employees, the Luisa campaign helps to make this conviction visible everywhere on the exhibition grounds.

Author

Maximilian Hensel

Online-Redaktion // Press Officer Corporate Communications

Reinhold Gebhart

Online-Redaktion // Editor for Vincentz Network