IT’S ON US
“I.O.U”
Video Campaign
For It's On Us, an initiative launched by the Obama/Biden White House, which has become the nation’s largest nonprofit program dedicated to college sexual assault prevention, our challenge was to celebrate their anniversary in a way that shattered complacency and demanded action. We needed to bring more stakeholders into a conversation they might think isn't about them—and make them realize it absolutely is.
“The vast majority of the content is focused on how support and love—including for yourself—can overcome the looming shadows cast by assault, stigma and shame.”
-David Griner, Adweek
This series of raw, true story videos focusing on Bystander Education, Survivor Support, and Sexual Assault Awareness didn't just inform; they ignited a movement. By expanding the audience to include men—often sidelined in conversations about sexual assault—we redefined this issue from a "women's problem" to a shared community responsibility.
The videos have been shown on over 250 campuses, accompanied by live sessions and student-led discussions, transforming them from mere content into a powerful catalyst for real change. Adweek even recognized it as Ad of the Day.
This approach made a difficult topic unavoidable and actionable, demanding campus-wide accountability. Whether you’re a nonprofit leader hungry for action, not just awareness, or a brand seeking to inspire meaningful change, Fancy knows how to shift perspectives, expand conversations, and create impact that echoes far beyond the screen.