SheKnows Media partnered with the Ad Council to create a powerful video in support of the ItsOnUs.org efforts to bring awareness to the prevalence and perceptions around sexual assault.

The video features tweens, teens and college students from SheKnows Media’s #HatchKids, a media literacy and digital storytelling program for kids, holding signs that feature statements boys and girls hear from a young age that perpetuate a culture of blaming the victim. The black and white film makes the statements even more poignant.

The "It's On Us" video created by SheKnows Media for the Ad Council took about four weeks to research, concept, cast, film, produce and promote. The SheKnows video team created the concept with Ad Council's input, then set about recruiting kids from it's #HatchKids program to participate in the two-day shoot. The kids were selected from based on a number of diverse factors - we wanted a representation across age, race and gender to show how prevalent rape culture is, and how early it begins in life. Once the video was shot and cut, the SheKnows PR team took the lead on promoting it and posting on social media, while the Ad Council team took the lead on creating a supporting press release.

The objective of the "It's On Us" video was to generate awareness of the online video primarily in the press and on social media, which it succeeded in doing. It had more than 837,000 views on Facebook, and over 21,000 views on YouTube. On Facebook, it generated about 120 comments and was shared just under 12,300 times. It was covered by nine news outlets, including CNN, Bustle, Revelist, Bustle, Yahoo, Teen Vogue and Mic, which helped generate more awareness for the Its On Us campaign.