ItsOnUs.org - "Bystander"

Mekanism

Mekanism New York, United States

29253

This ad is part of the ACT Responsible Collection

Brand: ItsOnUs.org
Country: United States

Advertiser: The White House

Title	Bystander
Agency	Mekanism
Campaign	It's On Us
Advertiser	The White House
Brand	ItsOnUs.org
Date of First Broadcast/Publication	2014 / 11
Product	Sexual Assault PSA
Business Sector	Anti-Domestic Violence, Sexual Abuse
Story	ABOUT MEKANISMWorking 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 PSA’s, and with 14Four to develop the website. The campaign is the beginning of a movement to create a sea change in how we handle sexual assault. ABOUT GENERATION PROGRESSGeneration Progress, the youth arm of the Center for American Progress, works with and for young people to promote policy solutions to key political and social challenges. Their work is based on the idea that young people don’t have to wait to change the world; they have the power right now to tip the balance on critical issues from economic opportunity to access to education to human rights. Generation Progress engages a diverse group of young people nationwide, and provides them with essential resources and trainings to help them to make their voices heard. ABOUT pVblicpVblic Foundation is an in-kind grant making organization that harnesses the power of media assets to drive social impact. 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. pVblic secured media space for the campaign across multiple platforms including billboards, taxi tv, campus bookstores, magazines, movie theaters, sports stadiums, targeted online advertising and transit ads through partnerships with leading media companies including Lamar, Screenvision, Zoom Media, Verifone, Conversant, Newsweek, On-Campus Media, Campus Media Network and more.
Media Type	Television & Cinema
Length	30 seconds
Post Production	CarbonVFX (California)
CEO/President	Jason Harris
Creative Director	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 Company	Park Pictures
Director	Vincent Haycock
Executive Producer	Mary Ann Marino
Producer	Alex Fisch
Post Production	Whitehouse Post
Editor	Adam Robinson
Executive Producer	Joni Williamson
Producer	Kristin Branstetter
Original Score	Squeak E. Clean Studios
Senior Producer	Amy Crilly
Final Mix and SFX	Eleven Sound
Executive Producer	Suzanne Hollingshead