The creative focused on providing social proof that believing as a first step was becoming the norm. "Believing is sweeping Alberta" we declared, and then we set out to prove it through promotion and activation. Whether through our own creative, events, or user-generated content, the message stated clearly that everyone from politicians and community leaders to everyday Albertans were joining this culture of believing. Many partners agreed to participate based on the strength of the creative, which focused on modelling the positive behaviour we wanted the public to emulate (rather than providing more provocative messages). Part-way through the six-week campaign, we invited supporters to join us in filming a 60 second PSA, starring themselves, and shouting out a message to support for survivors. We encouraged others to send three-word messages to survivors through creative group videos and selfies featuring the #IBelieveYou message.

#IBelieveYou is in its second of four years. Based on the strength of our first year, we engaged partnerships with 26 of 28 campuses, and used the campaign as the foundation for student orientation initiatives in the fall of 2016 - including temporary #IBelieveYou tattoos, photo booths and on-campus promotion. We held simultaneous media launches in our two most populated cities, gaining earned media from 100% of large market outlets. We combined OOH, radio and TV PSAs, pre-roll, digital, social sharing, and a public event to flood the market with our simple message of support. Our advertising budget was $75,000 with an additional $300,000 donated by media partners. Total operating budget was just under $400,000.

In year two alone, the campaign engaged thousands and generated a social reach of nearly 6 million. We engaged politicians to local celebrities, fraternities, sports teams, and community leaders. Best of all, we measurably and significantly changed public attitudes. We polled 1000 Albertans through a third-party research firm, Leger Marketing. Of those who would know what to say to a survivor of sexual assault, the percentage of people who would give a positive, empathic response went from 21% pre-campaign to 42% in the initial year, and 66% in year 2. Of those who would know what to say to a survivor of sexual assault, the percentage who would say “I Believe You” went from less than 1% pre-campaign to 5% in the first year and 12% after year two.