The cross-platform campaign to end sexual assault included social, digital, print and broadcast elements, live activations, all driving signatures toward an online pledge devoted to ending sexual assault on college campuses. The campaign was unveiled by President Obama, Vice President Biden, and included celeb integrations with stars such as Jon Hamm, Joel McHale, Rose Byrne, and more.
It’s On Us is a rallying cry for everyone to stand up against sexual assault. The look, feel and design of the website and customizable social media badge were essential in establishing campaign recognition, tone and stickiness of the idea. The design feels young, fresh and instantly recognizable. The logo was utilized as the campaign symbol across platforms including wearables, social media platforms, the website / pledge, digital and broadcast spots, and more.
MEKANISM: Jason Harris, CEO/President / David Horowitz, Creative Director / Albert Ignacio, Design Director / Caroline Moncure, Associate Director, Client Strategy / Kati Haberstock, Senior Producer / Sean Cosier, Creative Technology Director / Amber Cope, Senior Producer -- PVBLIC Foundation -- The Center for American Progress’ Generation Progress
"It’s On Us" is a rallying cry, inviting everyone to step up and realize that finding a solution to sexual assault on college campuses is everyone’s responsibility. It seeks to reframe the conversation surrounding sexual assault in a way that inspires everyone to see it as his or her responsibility to do something, big or small, to prevent it.
Studies estimate that one in five women are sexually assaulted while in college. Most often, the act occurs in her freshman or sophomore year, usually by someone she knows. And only 13 percent of rape survivors report their assault. The culture of violence and silence at our college campuses contradicts everything we stand for as a country.
Mekanism created the “It’s On Us” brand, concept, logo and architecture. We launched with a PSA that was the #1 video on YouTube with over 3 million views. Celebrities and athletes like Jon Hamm, Kerry Washington, Alex Morgan, Kevin Love, Joel McHale, and many others tweeted to more than 33 million followers on Twitter, and reached millions more through Facebook and Instagram. We have created two twitter trending topics and have over 2 billion in total impressions.
The ad led to our website, where anyone can take the pledge to stand against sexual assault. Once the pledge is taken, the user’s profile turns into a viral badge that promotes the campaign. "It’s On Us" also provides organizing tools for campuses and communities that inform and educate about sexual assault. Thousands of universities have taken the pledge, ordered our t-shirts and created their own PSAs featuring campus leaders.
“It’s On Us” to realize we all have a role to play in preventing sexual assault. “It’s On Us” to embrace the responsibility we have to stand up for the safety of those around us—to challenge each other to do everything we can to make our college campuses safe.
This is just the beginning. There are years of work left to win this fight and millions more will sign the pledge to be a part of the solution.