MTV is "hijacking" some of the most commonly seen banner ads to raise awareness of sexual assault.
At first glance, each one resembles familiar fashion, collegiate, consumer products and hotline ads, but they actually include provocative commentary on how modern culture often ignores and dismisses rape and sexual assault crimes. Once users click into them, they'll lead them to ads.lookdifferent.org, where they'll find more information on rape culture.
The campaign, "Invisible Ads," also includes video and touches upon issues like inaction of colleges following rape accusations on campus, victim blaming and sexual assault statistics, and reminds audiences that "even when they ignore rape culture like they often ignore banner ads, that won't make it go away," an MTV spokeswoman said.
The ads are part of MTV's "Look Different" anti-bias initiative, which has expanded to address gender bias and now, tackle issues of rape and sexual assault.
MTV tapped Austin-based agency Preacher for the "Invisible Ads" campaign.
The ads will run on MTV's sites and on sites such as Bustle and Perez Hilton. There will also be posters displayed around bars in New York City.
MTV is also airing the TV spot on its network.