The 'It's on Us' Campaign Uses a Bear Attack as a Metaphor for Men
Christopher Magsambol — November 10, 2015 — Pop Culture
The 'It's On Us' campaign is a sexual assault PSA that uses the metaphor of a bear attack to make its message clear. The video utilizes the well known statistic that one in five women will experience sexual assault before finishing college. This statistic is played out differently in the ad, and re-imagines the data as one in five men will get eaten by a bear. The video uses five scared men and one angry bear to make this metaphor clear.
The campaign recontextualizes the statistic to make them more vivid for viewers, and equates a bear attack with sexual assault. The PSA speaks to the apathy that many people, mostly men, have when dealing with sexual assault. One character spews the phrase "bears will be bears," in place of the typical "boys will be boys." The campaign encourages viewers to take part in ending sexual assault, rather than being bystanders.
The campaign recontextualizes the statistic to make them more vivid for viewers, and equates a bear attack with sexual assault. The PSA speaks to the apathy that many people, mostly men, have when dealing with sexual assault. One character spews the phrase "bears will be bears," in place of the typical "boys will be boys." The campaign encourages viewers to take part in ending sexual assault, rather than being bystanders.
Trend Themes
1. Recontextualized Statistics - Disruptive innovation opportunity: Use creative metaphors and reimagined statistics to make data more vivid and memorable for audiences.
2. Equating Metaphors - Disruptive innovation opportunity: Find new and unexpected ways to connect abstract concepts, such as equating a bear attack with sexual assault, to create impactful messaging.
3. Challenging Apathy - Disruptive innovation opportunity: Address and challenge societal norms and attitudes, like the apathy towards sexual assault, to promote a culture of active involvement and support.
Industry Implications
1. Public Service Announcements - Disruptive innovation opportunity: Incorporate unconventional narratives and visuals into PSAs to engage and provoke meaningful conversations.
2. Gender Issues - Disruptive innovation opportunity: Explore innovative approaches to address and confront gender-related challenges, such as promoting consent and raising awareness about sexual assault.
3. Social Activism - Disruptive innovation opportunity: Leverage creative campaigns and messaging to inspire and mobilize individuals in various social causes, like ending sexual assault and supporting survivors.
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