"20 minutes of action” was a deplorable term used by Brock Turner’s dad to describe the rape his son committed on campus.
On November 25th, International Day for the Elimination of Violence Against Women, we turned his words on their head and encouraged all dads to pledge #20minutesofaction4change to help put an end to sexual assaults on campus.
In the campaign’s second year, we created the “Consent Script.” The script was shared across social, digital, OOH, and radio. Influencers were also given the script to share with their audiences.
•Over 170 million media impressions were generated and millions of conversations were started between dads and their sons, all to one day help put an end to sexual assaults on campuses.
•#20MinutesOfAction4Change became the number one trending hashtag in Canada (on Black Friday)
•D&AD Impact: Diversity & Equality / Wood Pencil
•One Show (Finalist)