DRKHRSE AND THE NYC ALLIANCE AGAINST SEXUAL ASSAULT DELIVERS SOCIAL MEDIA CAMPAIGN TO TACKLE SERIOUS ISSUES WITH SERIOUS GIFAGE.
How can we reach an audience weaned on the internet and well-versed on social media with a PSA campaign that isn't so "PSA?" We are working to provoke a dialogue around sexual assault among an audience for which the discussion of sex may be taboo and talk about rape or sexual assault is pretty much non-existent. We hit them with a campaign centered on positive imagery and featuring hashtags that can empower teens, like #MakeItKnown, #IAmAlliance, and #RespectIsBae. All communications are backed up with careful audience research and are adjusted with day-to-day campaign optimizations.