It's On Us

It's On Us. It is a national initiative launched in 2014 aimed at preventing sexual assault on college campuses and in communities across the United States. The campaign was introduced by the White House Council on Women and Girls during the administration of President Barack Obama, with then-Vice President Joe Biden serving as a prominent champion. It seeks to shift cultural attitudes and mobilize bystanders to intervene in situations that could lead to sexual violence.

Background and launch

The initiative was formally announced in September 2014 by the Obama administration in response to growing national attention on campus sexual assault, highlighted by reports from the White House Task Force to Protect Students from Sexual Assault. Its launch was significantly promoted during a high-profile event at the White House, featuring remarks from President Obama and Vice President Biden, who had long been an advocate through his work on the Violence Against Women Act. The creation of It's On Us was also influenced by activism from groups like Know Your IX and the findings of the Center for Public Integrity, which documented institutional failures. The campaign's start coincided with increased enforcement of Title IX by the United States Department of Education under the Office for Civil Rights.

Goals and mission

The primary mission is to reframe the conversation around sexual assault by emphasizing shared community responsibility, moving beyond focusing solely on survivors and perpetrators. A core goal is to educate and empower bystanders, particularly fellow students, to recognize and safely intervene in potentially dangerous situations involving harassment or assault. The campaign also works to increase understanding of consent, combat victim-blaming, and promote a culture of support for survivors. It aims to foster institutional change by encouraging colleges and universities to improve their policies and resources under frameworks like the Clery Act.

Campaign activities and initiatives

It's On Us organizes a wide array of activities, including an annual National Week of Action each fall that features campus events, workshops, and pledge drives. The campaign produces public service announcements featuring celebrities like Jon Hamm, Kerry Washington, and Common, and partners with media outlets such as ViacomCBS and the NCAA. Key initiatives include the "It's On Us" pledge, which individuals sign to commit to personal responsibility, and the development of toolkits for student organizers. The program also runs the "It's On Us" GRIT Awards to recognize outstanding campus leaders and hosts an annual summit in Washington, D.C..

Partnerships and endorsements

The campaign has built a broad coalition of partners from various sectors, including entertainment, sports, and education. Major organizational partners have included the Entertainment Industry Foundation, MTV, and the American Association of University Women. It has received endorsements from over 500 colleges and universities, including UCLA and UNC Chapel Hill, as well as from all major athletic conferences like the Big Ten and SEC. Corporate supporters have included Microsoft and Procter & Gamble, while collaborations with groups like the National Sexual Violence Resource Center have bolstered its resources.

Impact and reception

The initiative has been credited with raising national awareness and generating over 450,000 pledge signatories since its launch. It has influenced policy discussions in the United States Congress and provided a model for state-level campaigns, such as those in California and Pennsylvania. Reception has been largely positive from advocacy organizations like the RAINN, though some critics, including activists from the Campus Antiwar Network, have argued it does not address systemic issues deeply enough. The campaign's visibility was maintained during the transition to the Biden administration, with continued support from the U.S. Department of Health and Human Services and the U.S. Department of Justice.

Category:Organizations based in Washington, D.C. Category:Sexual assault organizations in the United States