The 'It's on Us' Campaign Uses a Bear Attack as a Metaphor for Men

By: Christopher Magsambol - Nov 10, 2015
References: & adweek
The 'It's On Us' campaign is a sexual assault PSA that uses the metaphor of a bear attack to make its message clear. The video utilizes the well known statistic that one in five women will experience sexual assault before finishing college. This statistic is played out differently in the ad, and re-imagines the data as one in five men will get eaten by a bear. The video uses five scared men and one angry bear to make this metaphor clear.

The campaign recontextualizes the statistic to make them more vivid for viewers, and equates a bear attack with sexual assault. The PSA speaks to the apathy that many people, mostly men, have when dealing with sexual assault. One character spews the phrase "bears will be bears," in place of the typical "boys will be boys." The campaign encourages viewers to take part in ending sexual assault, rather than being bystanders.