CAMPAIGN STRATEGY

Inspiring America to return #OneShIXttyGift

It’s On Us exists to end sexual assault on college campuses. So when Secretary of Education, Betsy Devos, tried to roll back protections against sexual misconduct by rewriting the Title IX guidelines, we knew we had to do something.

Unfortunately, getting people to take action wasn’t going to be easy. The proposed changes—written in legalese across 146 pages—weren’t exactly user friendly. So we put it in terms everyone could understand: #OneShIXttyGift.

As soon as the proposed changes were announced, we printed out hundreds of copies, wrapped them in festive paper, and sent them off to activists, influencers, and students across America. And, as with any shitty gift, we slipped in a receipt explaining how to “send it back” by submitting a comment under the legally mandated DOE review process.

To promote #OneShIXttyGift, we created a Grinch-inspired Instagram story and filmed a fireside reading with Alyssa Milano. Together, the video and stunt earned +300M impressions, driving +100k comments on the DOE’s website.

(Betsy Devos’ heart did not double in size.)