Studies estimate that one in five women are sexually assaulted while in college and only 13 percent report the assault. With sexual assault being a consistent issue on college campuses across the U.S., The White House approached us with to raise awareness to end sexual assault on college campuses.

Instead of focusing on the 6% of men who commit sexual assault, we are focusing on the other 94% of men and women who can do something about it.

We created the “It’s On Us” brand, concept, logo and architecture. We launched with a PSA that was the #1 on YouTube with over 9 million views. Celebrities and athletes like Jon Hamm, Kerry Washington and Questlove. We have created two twitter trending topics with 2 billion in total impressions. "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.

President Obama launched the campaign at a press conference at The White House with top-tier press including The USA Today, The Today Show, The New York Times and thousands of online publications.

When we talk about rape in America, the conversation is almost always focused on the negative. This is understandable, given statistics that show how prevalent the issue is and how much we need to do to fix it. However, activists on college campuses and various programs are leading a revolutionary movement against sexual assault with great impact. The media, however, has largely been less than willing to promote this less sensational side of the story.

Such treatment tends to ignore the major strides that are taking place toward changing the conversation about sexual assault. “It’s On Us” seeks to challenge the media’s focus and prove that reframing the conversation can change rape culture in the U.S. for good.

What started as a line and logo has since transformed into a nationwide movement.

Since the campaign’s inception millions have visited the campaign site, hundreds of thousands have used our modular logo as the social media profile with the It’s On Us badge and thousands of universities have taken the pledge, ordered campaign T-shirts, and created their own PSAs featuring campus leaders.

The campaign’s impressions were exceptional, with total impressions exceeding two billion. PR impressions totaled over 34,037,197 UMVs. The PSA received 9,013,321 views and was ranked the #1 most popular video on YouTube (September 20-21, 2015). Social reach counts had outstanding measures, with Facebook at 1.85 million and Twitter at over 497.9 million.

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.

The campaign is focused on cause and involvement marketing that drives activism to action. The efforts successfully aimed to incentivize wide public participation in progressing college environment safety, as well as spurring signatures toward an online pledge devoted to the social good effort.

The campaign had the unusual and high-bar task of engaging everyone (vs. a niche audience), especially the 96% of people who never commit sexual assault. Typical sexual assault campaigns focus on the 4% that commit the act. We created a rallying cry and pledge so that nobody remains a bystander, and that everyone has a role to play in preventing sexual assault.

"It's On Us" is a cross-platform campaign to end sexual assault. The creative serves as a message to put an end to sexual assault, inviting everyone to step up and realize that finding a solution to sexual assault on college campuses is everyone’s responsibility. The campaign demonstrates that we all have a role to play in preventing sexual assault, and “It’s On Us” to embrace the responsibility we have to stand up.

To reach this broad target audience, a strategic media relation’s effort was developed that included the establishment of unique angles tailored to meet the interest of varying audiences. We secured top-tier press including The USA Today, The Today Show, The New York Times and thousands of print and online publications.