The White House needed a campaign to raise awareness and stop sexual assault on college campuses. The campaign was launched by President Obama and Vice President Biden with a press conference at the White House.
The campaign included Brodacast/Digital PSAs, Digital Media, Print, OOH and Social Media calling on universities, students, celebrities, and corporations to Take The Pledge and Get Involved.
I was fortunate enough to lead all digital efforts for ItsOnUs.org, including Creative Direction, User Experience and Technical Direction. We partnered with NGPVAN for traditional pledging and donation functionality, Facebook and Twitter for social pledging and Custom Ink for an online store.
The results are staggering and continue to grow. ItsOnUs.org has seen over 2 Million Visitors and generated 400,000 pledges. Over 500 schools and universities have created their own PSA using our toolkit. And Vice President Biden and Lady Gaga calling on everyone to take the pledge during the Oscars.