Social and Influencer > Online Video

THAT'S NO JOKE

JUNIPER PARK, Toronto / YWCA / 2015

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Overview

Credits

OVERVIEW

Execution

We created 3 online videos to be seen and shared socially. Each was signed off with our #NotOkay logo.

Outcome

Our #NotOkay campaign received millions of impressions—it made the evening news, Fast Company and the Huffington Post. And it found support across the country--from the union halls to Parliament Hill.

Strategy

Violence against women gets a lot of play in the press. Everyone says it’s a bad thing. Yet the issue never seems to go away. Rather it seems to get worse. YWCA wanted to get people to question why this was and to, at the very least, add their voice to the conversation. We needed something provocative that implicates all of us as bystanders.

So we created the #NotOkay—a campaign that uses scenes from popular TV shows, music videos and video games to show that far from treating violence against women as a serious issue, we use it as entertainment.

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