Posting college acceptance letters on social media is popular among today's teens, but anyone viewing this one is in for a nasty surprise.
Goodby, Silverstein & Partners and directors Ben and Alex Brewer at Prettybird created the film to raise awareness of the number of assaults on college campus -- according to one survey, one in five women will be assaulted at college.
Filmed on iPhones to add authenticity, the PSA shows excited students opening their letters of acceptance and reading them out. Only, the contents are not what you might expect -- the wording lays out starkly that they can look forward to getting assaulted and seeing pretty much no sympathy from the college authorities. The final message is, if a college accepts you, then don't accept this from them.
The letters are aimed at encouraging students to demand accountability from their colleges by asking them to sign a petition, promoted with the hashtag #DontAcceptRape. The campaign launched on the weekend with print ads in the Harvard Crimson and USA Today, and the video is running online.
Inspiration for the campaign came from GS&P's executive creative director Margaret Johnson and Prettybird cofounder and president Kerstin Emhoff's involvement with "The Hunting Ground," a documentary that exposed the rape epidemic on college campuses. The film featured Johnson's alma mater, the University of North Carolina at Chapel Hill.