People ignore rape culture the way they ignore banner ads.

This was the insight behind our idea, which we called "Invisible Banners."

The not-so-secret truth is that no one looks at banners. It has been proven through eye tracking studies and click rates for display ads. And that’s exactly what made it the most fitting media choice for a PSA about rape culture.

We created banner ads to touch on current issues including inaction of colleges following rape accusations on campus, victim blaming and sexual assault statistics.

Our digital banners ads ran on MTV, Perez Hilton, Bustle and other pop culture sites.

We visually and verbally parodied the all-too-familiar university, fashion, consumer products, dating and fantasy sites, and hotline advertising to which people are constantly exposed - right down to the call-to-action click-through buttons.

All banners drove people to Ads.LookDifferent.org, where they’ll find information, exercises and tools that help make rape culture harder to ignore.

MTV's "Invisible Banners" were quite the opposite. In addition to above-average clickthrough rates on the actual banner placements, we received all our media placements completely free based on the support of the idea and cause. This was especially helpful given we were raising a truth about the media these outlets sell. The campaign was picked up with articles written in multiple online publications with significant readership like PSFK, Perez Hilton, Women's Health, etc.