Mekanism Continues ‘It’s On Us’ PSA Effort for White House

By Erik Oster 

Back in September, Mekanism rolled out its “It’s On Us” sexual assault awareness PSA for the United States government, enlisting the help of celebrities (including actor Jon Hamm), along with President Barack Obama and Vice President Joe Biden, to deliver its message.

Now, the agency is rolling out phase two of the campaign, again calling on bystanders to help prevent sexual assault. While the initial effort relied on its star power, this time around Mekanism instead attempts to put the viewer in a realistic situation. At a drunken house party, a female guest attempts to leave, only to have her exit blocked by an aggressive guy asking, “Oh no, you’re not leaving are you? Why do you want to go home?” as another guy sits on the couch with a drink. “This isn’t a PSA about sexual assault,” says the voiceover, “it’s about being the guy who stops it.” The spot ends with the guy getting up from the couch to come to the girl’s aide, followed by the message “It’s on us to stop sexual assault” and directing viewers to ItsOnUs.org.

While lacking the visibility of its predecessor, the spot communicates its message well. By focusing on the guy on his couch just having a drink at a party as an uncomfortable situation unfolds, it puts the viewer in his position, the idea being that viewers in a similar situation will know that it’s time to act rather than simply doing nothing — to be part of the solution, rather than part of the problem. Its released is timed in anticipation of next week’s “National Week of Action” at colleges and universities across the country, a push to get students involved with “It’s On Us.”

Credits:

MEKANISM INC.

 

CEO/President: Jason Harris

CD: 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
Editorial Company: Whitehouse Post

Editor: Adam Robinson

Assistant Editor: Devon Bradbury

Executive Producer: Joni Williamson

Producer: Kristin Branstetter

Production Company: Park Pictures
Director: Vincent Haycock
Executive Producer: Jackie Kelman Bisbee
Executive Producer: Mary Ann Marino
DP: Lance Acord
Producer: Alex Fisch

Finishing Company: Carbon VFX

Lead Flame: Pete Mayer

Executive Producer: Marlo Baird Kinsey

Associate Producer: Nick Vassil

 

ORIGINAL SCORE

SQUEAK E CLEAN PRODUCTIONS

Amy Crilly

 

FINAL MIX AND SFX BYSTANDER

ELEVEN SOUND

Executive Producer: Suzanne Hollingshead

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