Sep 29, 2014 6:30 AM

Gallery: The White House's Smart Branding Campaign Against Sexual Assault

Illustration: Mekanism for It's On Us
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About a week ago the White House launched It's On Us, a celebrity-studded, heavily branded campaign against sexual assault.
Illustration: Mekanism for It's On Us
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The campaign promotes what's called "bystander invention," which calls on everyone, everywhere, to create a culture that won't tolerate rape. To express that, creative agency Mekanism created the tagline, 'It's on us.'

Illustration: Mekanism for It's On Us
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Because It's On Us came with a batch of strong supporters—the NCAA, television networks, and the like—Mekanism decided to turn the logo into a badge, or a crest, to convey that this is a team effort.
Illustration: Mekanism for It's On Us
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The dialogue around sexual assault topic is often opaque and convoluted, so the layout of the It’s On Us site has all the simplicity of a children’s book.

Illustration: Mekanism for It's On Us
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It also begins with a black-and-white landing page, and becomes more colorful as you scroll down. By the time you reach the list of pledged names, the site practically becomes day-glo. The idea is that the more you become educated about the initiative, the more the site comes to life.

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