PAVE, a sexual assault awareness nonprofit, engaged Javelin to devise a creative strategy to spread their message about the importance of consent in sexual relationships. Javelin masterminded a campaign to petition the White House to revoke the Medal of Freedom from accused rapist Bill Cosby and urging support for a “zero tolerance” policy on rape.
The ensuing coverage dominated social media, trending as a top story on both Twitter and Facebook, generated thousands of national and international news mentions, support from US Senators and presidential candidates, front page coverage in USA Today, and led to a decisive definition of “consent” from the President of the United States in a televised press conference.
By the numbers:
• 36 national television interviews
• 165 print or online pieces
• 5.43 million estimated views and 285,000 social shares online
• 14,292 petition signatures