#2OMinutesofAction4Change
Recognition: 4 D&AD pencils, 2 bronze lions
A father of a rapist used the deplorable euphemism "20 minutes of action” to describe the rape his son committed.
We turned it into a rallying cry for dads and supporters to talk to their sons about sexual consent, and respect for women.
The results: over 100 companies donated 20 minutes or free media. The campaign generated 170 million media impressions and even the Prime Minister of Canada jumped on board.
