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The Hunting Ground: The Unacceptable Acceptance Letters
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The documentary The Hunting Ground uncovered an unacceptable truth: one in five women are sexually assaulted in college.The filmmakers asked us to create a campaign to hold colleges accountable.During college acceptance week, students upload reaction videos of the moment they open their acceptance letters.
We re-created these reaction films with a dark twist; each student's letter revealed that they will soon be raped on campus. The campaign drove students to sign a petition holding colleges accountable. Agency : Goodby Silverstein Results: -409 million impressions in 48 hours -Campaign spend of just $23,447 -0.00005 cents per impression -Signed petitions sent to every major US college -Since the film's release, several schools have altered their sexual-assault policies
Co-Chairmen: Jeff Goodby and Rich Silverstein |
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