MTV is "hijacking" some of the most commonly seen ads to raise awareness of sexual assault.
At first glance, each ad resembles familiar fashion, collegiate, consumer products and hotline ads. But upon closer look, they actually include provocative commentary on how modern culture often ignores and dismisses rape and sexual assault crimes.
The campaign, "Invisible Ads," 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.
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 a TV spot on its network.