This campaign focused on students and the university community, taking responsibility for their role in protecting each other. The campaign aimed to raise awareness of the problems, what to look out for, and how to safely intervene or deal with unacceptable behaviours.
The ‘ACT’ acronym is a call to action in itself and clearly instigates
a response from the viewer to take notice and take action
It’s a positive and proactive message with clear instructions of
how the community can change their behaviour to support this
Each scenario featured was backed up with statistical information to contextualise the issues raised. The interventions show a variety of ways to step-in and ensure personal safety was considered for all. A diverse casting of real staff and students helped to create an authentic voice reflective of the university community.
Each scenario was structured so it could standalone as its own short video. This helped to maximise their “share-ability” on social channels and enabled the use for targeting specific awareness periods such as Sexual Abuse & Sexual Violence Awareness Week.
”The creative approach pioneered by Vivid meant that the campaign resonated with students that we worked with. Vivid were very efficient at responding to the many technical questions we had regarding the campaign materials and went above and beyond in providing advice for its implementation.“Jess Nightingale, Project Manager