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Creative

President Obama, Jon Hamm, Joe Biden & More Speak Up Against Sexual Assault for 'It's On Us' Campaign

staging.lbbonline.com, 2 years, 7 months ago

Mekanism targets student bystanders with PSA as Spring Break approaches

President Obama, Jon Hamm, Joe Biden & More Speak Up Against Sexual Assault for 'It's On Us' Campaign

With Spring Break just around the corner, a new campaign has been launched to help keep students safe from sexual assault. It’s On Us uses social media, celebrity public service commercials, print and online advertising, on-campus events, and partnerships with colleges and private partners with reach among college students to attempt to create a culture where sexual assault is unacceptable and survivors are supported. A new website, www.itsonus.org hosts a pledge that visitors can take to commit to help keep women and men safe from sexual assault. After signing the pledge, users can get a badge on Facebook or Twitter that incorporates the “It’s On Us” logo with their own profile photo. 

Working closely with the White House and a number of outside partners, Mekanism, an advertising agency that specializes in reaching millennials, developed the It’s On Us campaign’s concept, creative, and design. Mekanism focused on developing a campaign that would enable the audience to immediately get involved and participate. They worked with The Mill and Park Pictures on the campaigns PSAs, and with 14Four to develop the website. The campaign is the beginning of a movement to create a sea of change in how sexual assault is handled. As strategic media outreach partner for It's On Us, PVBLIC aggregated donations totaling over 1 BILLION media impressions nationwide, including reach to nearly 700 college and university campuses. The not-for-profit Generation Progress is a partner to the White House in tackling the issue of sexual assault on college campuses.

Famous faces like President Barack Obama, Vice President Joe Biden, Jon Hamm, Joel McHale, Kerry Washington, Rose Byrne, Questlove, Common, Randy Jackson and Mayam Bialik have been recruited for the campaign's 'Anthem' film, while in the accompanying film highlights the importance of bystander interventions.

ANTHEM CREDITS
ADVERTISING AGENCY
AGENCY: MEKANISM 
CEO/President: Jason Harris
CD: David Horowitz
Design Director: Albert Ignacio
Associate Director, Client Strategy: Caroline Moncure
Senior Producer: Kati Haberstock
Creative Technology Director: Sean Cosier
Senior Producer: Amber Cope

CLIENT: GENERATION PROGRESS
STRATEGIC MEDIA: PVBLIC

PRODUCTION
TV: THE MILL 

WEBSITE: 14Four, Inc. 
ORIGINAL SCORE: GUY BENNY & COYLE GIRELLI 
FINAL MIX AND SFX: ELEVEN SOUND
PHOTOGRAPHY/STILLS: MARK HOLTHUSEN PHOTOGRAPHY

BYSTANDER CREDITS

ADVERTISING AGENCY
MEKANISM INC.

CEO/President: Jason Harris
CD: David Horowitz
Head of Strategy: Eric Zuncic
Design Director: Albert Ignacio
Associate Director, Brand Manager: Caroline Moncure
Senior Producer: Kati Haberstock
Creative Technology Director: Sean Cosier
Senior Producer: Amber Cope


PRODUCTION
PARK PICTURES_BYSTANDER TV
Director: Vincent Haycock 
EP: Mary Ann Marino
Producer: Alex Fisch


14Four, Inc.. IOU.ORG (WEBSITE)
 
President: Jeff Oswalt
Producer: Mike Kelsey
Tech Director: Grant Bishop
Frontend Development: Ben Hodge, Tony Conti, Ben Britz
Backend Development: Adam Van Ornum, Justin Mager
POST PRODUCTION
WHITE HOUSE POST_BYSTANDER
Editor: Adam Robinson
EP: Joni Williamson
Producer: Kristin Branstetter

CARBON_BYSTANDER
On Line Editor: 
EP: Joni Williamson
Producer: Kristin Branstetter

ORIGINAL SCORE
SQUEAK E CLEAN PRODUCTIONS
Senior Producer: AMY CRILLY
Senior Producer

FINAL MIX AND SFX BYSTANDER
ELEVEN SOUND