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The Hunting Ground: The Unacceptable Acceptance Letters


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The documentary The Hunting Ground uncovered an unacceptable truth: one in five women are sexually assaulted in college.The filmmakers asked us to create a campaign to hold colleges accountable.During college acceptance week, students upload reaction videos of the moment they open their acceptance letters.
We re-created these reaction films with a dark twist; each student's letter revealed that they will soon be raped on campus. The campaign drove students to sign a petition holding colleges accountable. Agency : Goodby Silverstein
Results:
-409 million impressions in 48 hours
-Campaign spend of just $23,447
-0.00005 cents per impression
-Signed petitions sent to every major US college
-Since the film's release, several schools have altered their sexual-assault policies
Credits Other credits

Co-Chairmen: Jeff Goodby and Rich Silverstein



Production

Director of Broadcast Production: Tod Puckett

Executive Broadcast Producer: Hilary Coate

Director of Graphic Services: Jim King

Associate Technology Director: Andre Cardozo



Brand and Communication Strategy

Director of Brand Strategy: Bonnie Wan

Director of Communications: Meredith Vellines

Sr. Communications Strategist: Caitlin Neelon

Brand Strategist: Gabriella Svensk



Business Affairs

Business Affairs Manager: Heidi Killeen



Production Company

Company Name: PRETTYBIRD

Executive Producer: Kerstin Emhoff, Suzanne Hargrove

Associate Producer: Nick Miller

Producer: Nathan Scherrer

Director: Brewer



Editorial

Company Name: Cut + Run

Executive Producer: Deanne Mehling

Editor: Christopher Kasper



Finish

Company Name: Spy Post

Executive Producer: Lori Joseph

Colorist: Chris Martin



Music

Company Name: Yessian

Composer: David Gold



Mix

Company name: One Union



End Treatment Graphics

Company Name: eLevel

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