The subject of sexual assault on college campuses is a polarizing issue in the United States. There is significant media coverage, but for every article that tells the story from the victim’s point of view, there are countless comments that try to discredit them. Victim blaming is rampant, and as a result people are afraid to speak up. It’s estimated that over 80 percent of sexual assaults on college campuses go unreported.

All our campaign efforts took place during the last two weeks of April, when students would be making their final college decisions.

On April 16, we launched the campaign with a paid print ad in a special accepted-students edition of the Harvard Crimson.

That same day in the San Francisco Bay Area, when students were visiting schools such as Stanford and UC Berkeley, we sent a team to hang up poster-size versions of the print ads in the middle of the campuses.

We supplemented our presence in the Boston and San Francisco areas with a donated geotargeted social buy on Facebook and Instagram that pushed out our videos to high school seniors and college students.

On April 20, we printed another survivor’s story as a full-page donated press ad in USA TODAY.

Gawker Media, Complex and NBC also ran our video online as part of a donated media buy.

The campaign received 409 million impressions in just 48 hours.

Signed petitions have been sent to every major college in the country.

With a total spend of $23,447.48, the campaign cost 0.00005 cents per impression.

Our efforts, combined with the film’s release, have encouraged colleges to change.

The chancellor of University of Alaska Fairbanks publicly apologized to survivors.

Governor Cuomo of New York screened the film for legislators, and the state legislature swiftly passed “Enough Is Enough,” a new bill to help stop sexual assaults on all New York college campuses.

Media outlets including TIME, USA TODAY, the New York Times and Teen Vogue encouraged their readerships to watch the important films and sign the petitions to hold colleges accountable.

Most importantly, survivors started to use the campaign hashtag #DontAcceptRape to share personal stories, further pressuring colleges across America to be

held accountable.

The first six weeks of college is the period when freshmen are most likely to be raped. We wanted incoming students and their parents to know about this reality; we also wanted to give them the power to do something about it. We targeted them with emotional print ads, videos and on-campus posters just as college acceptance letters were going out. Each asset drove to a petition to demand accountability for sexual assault on campus. We wanted to give students a voice before anyone had a chance to take it away.

One in five women are sexually assaulted in college. American colleges continue to underreport and ignore cases of sexual assault on their campuses, therefore failing to protect their students. Our client exposed this information in a controversial documentary called The Hunting Ground, released on Netflix this year.

The filmmakers asked us to make new students aware of the truth before they went to college. They wanted us to not only arm new students with the facts but also give them a way to demand that they’re safe when they arrive on campus.