It’s On Us

It’s On Us
Name	It’s On Us
Formation	2014
Founder	Barack Obama
Type	Campaign
Headquarters	Washington, D.C.
Leader title	Executive Director
Leader name	Sherry A. W. Johnson
Parent organization	White House

It’s On Us is a United States-based public awareness campaign launched to address sexual assault on college campuses and promote bystander intervention. Initiated during the Obama administration, the campaign engaged federal agencies, universities, Hollywood, and athletic organizations to change norms around consent and reporting. It combined social-media outreach, policy advocacy, and multimedia partnerships to encourage affirmative action from students, faculty, and staff.

Background and founding

The campaign was announced in 2014 during the presidency of Barack Obama following high-profile incidents involving students at institutions such as Penn State University, Baylor University, and University of North Carolina at Chapel Hill. It originated from directives involving the White House and the Department of Education, particularly the Office for Civil Rights (OCR), amid enforcement actions under Title IX of the Civil Rights Act framework and guidance from the U.S. Department of Justice. Senior staff at the White House Domestic Policy Council and advocates from organizations including End Rape on Campus, Rape, Abuse & Incest National Network, and National Sexual Violence Resource Center contributed to the initial design. The launch featured participation by public figures from Hollywood, collegiate athletics, and popular culture, designed to harness networks connected to the National Collegiate Athletic Association and the American Council on Education.

Mission and goals

The core mission emphasized consent education, bystander intervention training, and improving reporting mechanisms at institutions like Harvard University, University of California, Berkeley, and University of Michigan. Goals included increasing awareness among students and campus leaders at institutions such as Princeton University, Columbia University, and University of Texas at Austin, while coordinating with federal entities like the Department of Education and the Department of Justice. The campaign promoted policy reforms dovetailing with Title IX enforcement and recommendations from commissions including the White House Task Force to Protect Students from Sexual Assault. It sought measurable outcomes such as increased reporting rates, expanded survivor services at places like Yale University counseling centers, and the adoption of campus codes of conduct consistent with guidance issued by OCR.

Campaigns and initiatives

Initiatives included national PSAs featuring celebrities from Hollywood and athletes from organizations such as National Basketball Association and National Football League to reach audiences at conferences like SXSW and events such as March Madness. Programs launched included social-media pledges, consent curricula piloted at universities like University of Florida and Arizona State University, and partnerships with foundations including the Bill & Melinda Gates Foundation and the Robert Wood Johnson Foundation. Training modules drew on models used by Green Dot and Coaching Boys Into Men, while outreach efforts involved film festivals like Sundance Film Festival and music venues tied to artists managed by firms such as Live Nation. Multimedia collaborations enlisted television producers from CBS and NBCUniversal to amplify messaging.

Partnerships and outreach

The campaign partnered with student groups, fraternities and sororities associated with the North American Interfraternity Conference and National Panhellenic Conference, as well as athletic departments tied to the National Collegiate Athletic Association. Corporate partners included technology firms headquartered near Silicon Valley and entertainment companies in Los Angeles, leveraging influencers from platforms such as Twitter and YouTube. It convened advisory councils with leaders from American Association of Universities, survivors’ advocates from RAINN, and legal experts from institutions like American Civil Liberties Union and law schools at Stanford University and Georgetown University. Outreach expanded to municipal governments including New York City and Los Angeles through collaborations with mayoral offices and police departments.

Impact and reception

Proponents credited the campaign with shifting campus conversations at schools such as Duke University, University of Pennsylvania, and Brown University, increasing the visibility of survivor services and prompting many institutions to revise disciplinary procedures consistent with Office for Civil Rights guidance. Public-awareness metrics cited engagement through platforms like Facebook and Instagram and attendance at workshops hosted by campus groups affiliated with the campaign. Several universities reported policy reviews and expanded training for resident advisors and athletic staff influenced by campaign materials, drawing attention from higher-education associations including the American Council on Education and accrediting bodies. The campaign received endorsements from political figures across the spectrum, including members of United States Congress and municipal leaders.

Criticism and controversies

Critics argued that awareness campaigns risked substituting for enforceable policy changes at institutions such as State University of New York campuses and private colleges, and that emphasis on pledges could undercut demands for systemic reform advocated by organizations like End Rape on Campus and survivor networks. Legal scholars from institutions including Harvard Law School and Yale Law School debated the interplay between campaign messaging and Title IX adjudication, while advocates pointed to uneven implementation across the Ivy League and public flagship campuses. Some survivors and civil liberties groups criticized partnerships with certain universities and athletic programs amid ongoing investigations, and others questioned whether celebrity-driven PSAs produced measurable declines in assault rates at participating institutions.

Category:Sexual assault prevention organizations