The It's On Us Campaign Continues with a PSA from the White House
Vasiliki Marapas — November 18, 2014 — Marketing
References: itsonus.org & adweek
The White House has released a new PSA as part of the ongoing 'It's On Us' campaign, which aims to create a climate under which sexual assault is not tolerated and survivors are unequivocally supported.
The thirty-second clip features an inebriated woman trying to leave a party and a young man attempting to stop her. The narrator states, "This isn't a PSA about a sexual assault," while the camera moves from the couple to a young man sitting on the couch, "It's about being the guy who stops it." The young man stands up as the commercial ends, suggesting to the viewer that he going to be that guy.
The commercial focuses on men standing up to other men when it comes to harassment, assault or violence, effectively changing social norms.
The thirty-second clip features an inebriated woman trying to leave a party and a young man attempting to stop her. The narrator states, "This isn't a PSA about a sexual assault," while the camera moves from the couple to a young man sitting on the couch, "It's about being the guy who stops it." The young man stands up as the commercial ends, suggesting to the viewer that he going to be that guy.
The commercial focuses on men standing up to other men when it comes to harassment, assault or violence, effectively changing social norms.
Trend Themes
1. Gender-based Violence Prevention - Disruptive innovation opportunities exist in creating new technologies and platforms that empower individuals to take a stand against gender-based violence.
2. Social Norm Shifting - Businesses can explore opportunities to disrupt existing social norms by promoting positive masculinity and bystander intervention.
3. Community Engagement Initiatives - Innovative approaches to community outreach and education can disrupt the bystander effect and encourage active involvement in preventing sexual assault.
Industry Implications
1. Technology - The technology industry can develop apps, wearable devices, or other digital solutions that empower individuals to report incidents of harassment and intervene in situations of gender-based violence.
2. Advertising - The advertising industry can create impactful campaigns that challenge societal norms, encourage bystander intervention, and debunk stereotypes associated with gender-based violence.
3. Education - Educational institutions and organizations can disrupt the current educational system by implementing comprehensive programs to educate students about consent, bystander intervention, and healthy relationships.
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