Turn the phrase “20 minutes of action” on its head by creating #20MinutesOfAction4Change; a campaign aimed at dads allowing them to be active participants in the fight against sexual assault on school campuses.

We launched with a site to educate and encourage dads to commit to taking 20 minutes to talk to their sons about sexual consent, boundaries and respect for women.

We then Leverage the UN’s International Day for the Elimination of Violence Against Women (Nov 25th), and invite dads and all supporters across the globe to take part in

To support this initiative on the day, we also asked influencers and organizations to give up their social media channels, and allows us to take over their website (landing pages) for 20 minutes in a show of solidarity.

• Over 100 companies jumped on board from Google and LinkedIn to Home Depot, allowing us to take over their social media channels and site landing pages for 20 minutes.

• Without spending one single cent on media, we managed to out-trend everything in Canada, including #BlackFriday

• To date, dads have committed to over 100,000 minutes of conversation with their sons about consent, boundaries and respect for women.

• The campaign garnered over 170 million media impressions.