As written in SHOOT Magazine:
Five years ago today, It’s On Us launched a movement to empower students to take action to stop sexual assault in their college communities.
Now It’s On Us is celebrating the mission to uplift student voices by releasing its newest video campaign: “I Owe You,” created by ad agency Fancy. The campaign includes three videos with real It’s On Us student leaders who courageously share their stories to help put an end to assault. This piece tells the story of Christina who reads a letter to herself.
Directed by Sheldon Candis via Cutter Productions, the videos will be shown on-campus and paired with live on-campus information sessions, robust on-campus and online discussions, and social media activities led by students. The campaign is being rolled-out nationwide across 250+ college campuses.
“Conversations about sensitive issues like sexual assault are required in order to create change,” stated Erica Fite, co-founder and co-chief creative officer, Fancy. “Witnessing the courage these young people showed in telling their stories and opening their own wounds so that others won’t be hurt resonated with truth and hope and literally brought us all to tears on set—a rare moment in an advertising lifetime.”Credits
Client It’s On Us/Civic Nation Agency Fancy LLC, New York Katie Keating, Erica Fite, chief creative officers; Estela Duce, producer. Production Cutter Productions Sheldon Candis, director; Hillary Cutter, producer. Postproduction Versus Matt McGee, editor; Benge Li, animator; Rob Meyers, producer; Justin Barnes, creative director. Audio Mix Plush Mike Levesque, Jr., sound design
Watch the campaign here!