Creativity

This Texting Conversation Reveals the Horrific Subtext of Campus Rape

Video by Mekanism Uses Phone's Autocorrect Feature to Change the Meaning

By Alexandra Jardine. Published on Mar 29, 2017

Editor's Pick

It's On Us, the national campaign to end sexual assault on college campuses, reveals the creepy subtext of rape in a texting conversation between two students in its latest video.

The video, by Mekanism, uses the autocorrect feature on smartphones to reveal what's really going on as a guy chats about his night to a friend -- for example, changing the words "that drunk chick I was talking to at the party" to "that drunk chick I was targeting" or "I had to encourage her a bit" to "I had to force her a bit."

It's On Us is a partner of nonprofit the Biden Foundation, and former Vice President Joe Biden has tweeted the campaign. Previous It's On Us work includes a video with Funny or Die in which Joe Biden crashes a frat party with Adam Levine. It also teamed up with the Ad Council for a PSA that highlighted victim-blaming.

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About

Credits

Date
Mar 29, 2017
Agency:
Mekanism
Client:
It's On Us
President & CEO:
Jason Harris
Executive Creative Director / Founder:
Ian Kovalik
Senior Copywriter:
Bryan Davis
Senior Copywriter:
Tim Noble
Art Director:
Grace Hwang
Art Director:
Stefanie Gomez
Director of Brand Management:
Caroline Moncure
Brand Manager:
Lissa Pinkass
Production Agency:
Sister
Executive Producer:
Lee Scharfstein
Producer:
Jackie Backer
Production Company:
The Artery VFX
Director:
Vico Sharabani
Executive Producer:
Deborah Sullivan
Producer:
Lynzi Grant
Lead Flame Artist:
Asaf Yeger
Flame Artist:
Brendan O'Neil
Audio:
Sticky Audio NYC

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