It’s On Us Campaign Launches New PSA with Ad Council and SheKnows Media’s Hatch Program to Change the Conversation around Sexual Assault
Washington, D.C.—The “It’s On Us” campaign released a new PSA today with the Ad Council, the largest producer of public service communications programs in the U.S. and SheKnows Media, a leading women’s media company with 81 million unique visitors per month and a total reach of 302 million social media fans. The new online video, which can be viewed here, features tweens, teens and college students from SheKnows Media’sHatch program holding signs that feature statements boys and girls hear from a young age that perpetuate a culture of blaming the victim. The Hatch video encourages viewers to change the conversation around sexual assault and take the pledge at ItsOnUs.org to be part of the solution.
Two years ago yesterday, the White House launched the It’s On Us campaign aimed at fundamentally shifting the way we think about sexual assault. The campaign is a rallying cry, inviting everyone to step up and realize the solution begins with us. Over the past two years,over 360,000 people have taken the It’s On Us pledge and students have hosted 1,400 events on 534 campuses.
“Sparking conversation is critical in order to move the needle forward on cultural change,” said It’s On Us Director Rebecca Kaplan. “We’re so excited to partner with SheKnows Media on this new PSA and draw attention to how language can perpetuate rape culture and victim blaming. It’s on all of us to take responsibility for our actions and words.”
The Hatch video was filmed and produced pro bono by SheKnows Media in August. Beginning today, it will be posted and shared on It’s On Us, Ad Council and SheKnows Media channels and platforms,including @SheKnowsMedia, @SheKnows, @BlogHer, @StyleCaster, @HelloFlo on Twitter, with additional promotion on @SheKnowsMedia Facebook & LinkedIn.
“It’s On Us has made extraordinary strides in the last two years in changing the language and the culture around sexual assault,” said Ad Council President and CEO Lisa Sherman. “This new video by SheKnows Media is compelling and thought-provoking, and it will help further the message that we all have a role in changing the conversation. We are so grateful to SheKnows Media for donating their resources and their significant platform of influencers to support the campaign.”
SheKnows Media launched Hatch in Spring 2014 to give teens and tweens the skills to become accountable digital citizens capable of creating thought-provoking content. Through the Hatch program, SheKnows Media also tackles media literacy and social issues that are important to Generation Z. The program provides adults with insightful video programming and downloadable discussion guides that allow them to start dialogue with their own kids about important topics and social issues, from microaggressions to self-esteem to child hunger.
“We are pleased to be part of the Its On Us campaign in partnership with the Ad Council,” said Samantha Skey, President and Chief Revenue Officer, SheKnows Media. “Our mission is to empower women. Through our award-winning content and initiatives like Hatch, a mission-driven digital storytelling and media literacy program for kids, we are able to reach women and girls in a unique and powerful way. It is an honor to collaborate with Ad Council to help bring awareness to important issues affecting our society today.”
This marks the second campaign SheKnows Media and Ad Council have collaborated on. In August at #BlogHer2016: Experts Among Us, the largest conference for women content creators produced by SheKnows Media, they jointly launched #SheDoesGood. The program offers SheKnows Media ambassadors and social influencers the ability to develop and amplify content for Ad Council campaigns. Learn more here.
It’s On Us
It's On Us is a cultural movement aimed at fundamentally shifting the way we think and talk about sexual assault. It's a rallying cry, inviting everyone to step up and realize that the solution begins with us. Launched in September 2014, It’s On Us works to educate, engage, and empower students and communities across the country to do something, big or small, to end sexual assault. The campaign has three core pillars – consent education, increasing bystander intervention, and creating an environment that supports survivors. Join the movement at ItsOnUs.org.
About SheKnows Media
SheKnows Media is the number-one women’s lifestyle digital media company with 81 million unique visitors per month (comScore, Media Metrix, Multiplatform Key Measures Report, August 2016, U.S.) and 302 million social media fans and followers. The company operates a family of leading media properties that include SheKnows.com, BlogHer.com, STYLECASTER.com and HelloFlo.com. SheKnows Media also organizes the conference #BlogHer16:Experts Among Us, the largest annual celebration of women online content creators, social media influencers and brand executives, taking place in Los Angeles, August 4-6, 2016. With a mission of women inspiring women,SheKnows Media is revolutionizing the publishing industry by forging a new kind of model that seamlessly integrates users, editors and content creators onto a single platform designed to empower all women to discover, share and create.Whether it’s parenting or pop culture, fashion or food, DIY or décor, our award-winning editorial team, Experts, bloggers and social media influencers produce authentic and on-trend content every day. We dig deep to learn what makes our audience tick, revealing unexpected insights on women and digital media.Our robust, end-to-end suite of premium branded content and influencer marketing solutions generate more than 2 billion ad impressions per month (sources: DFP), allowing brands to distribute authentic content and integrated advertising at scale.
The Ad Council
The Ad Council is a private, non-profit organization with a rich history of marshaling volunteer talent from the advertising and media industries to deliver critical messages to the American public. To learn more about the Ad Council and its campaigns, visit Adcouncil.org, like us on Facebook, follow us on Twitter or view our PSAs on YouTube.