This newly released PSA created by Mekanism for a tiny, no-name client known as the United States government includes quite a few famous faces aligned behind a single cause: reducing sexual assault rates via personal responsibility.
In fact, the spot begins with some (literal) in-your-face testimony from everyone’s least favorite fictional creative director:
The release tells us that Mekanism “developed the It’s On Us campaign’s concept, creative, and design” with production help from The Mill and Park Pictures while the White House brought the power of celebrity to bear on the project.
Like most PSA campaigns, this one includes multiple elements encouraging viewers to get involved.
There’s a website, a hashtag, a Facebook/Twitter “badge”, and a White House-produced fact sheet on sexual assault. Here’s the pledge itself:
And here’s some support from famous people who didn’t make the video:
#ItsOnUs to: Step up and say something. Not look the other way. Take the pledge to help stop sexual assault. http://t.co/lv7myAlOHO
— oliviamunn (@oliviamunn) September 19, 2014
For context, the PSA was preceded by this late April spot created (though not by Mekanism) as part of the separate “1is2many” campaign:
Now, to make light of a very serious issue: Joel McHale spends way too much time at the gym.
Credits: Mekanism
CEO/President: Jason Harris
CD: David Horowitz
Design Director: Albert Ignacio
Associate Director, Client Strategy: Caroline Moncure
Senior Producer: Kati Haberstock
Creative Technology Director: Sean Cosier
Senior Producer: Amber Cope
PRODUCTION
THE MILL
Director: Paul Mitchell
EP: Kim Wildenburg
Producer: Richard Berman & Kyle Davis
PARK PICTURES
Director: Vincent Haycock
EP: Mary Ann Marino
Producer: Alex Fisch
EP: Jackie Kelman-Bisbee
Line Producers: Alex Fisch, Caroline Kousidonis
DP: Lance Acord
POST PRODUCTION
THE MILL
Director: Paul Mitchell
EP: Kim Wildenburg