In my Public Relations Campaigns class, twenty seniors were responsible for creating a complete integrated campaign for our client, the Anti-Defamation League. Our topic? #InnovateAgainstHate.

We decided to focus on gender and sexual discrimination with an emphasis on sexual assault/harassment on Auburn’s campus. We wanted to build awareness of the issue, partner with relevant student organizations on campus, and we wanted people to pledge to help.

I was personally responsible for creating the content for the campaign, including shooting all the video, creating the logo and other designs, shooting photography and creating the website (which has since been taken down). Through my work elsewhere, I’d had experience in each of these areas, and I was eager to apply my skills.

In targeting the silent majority, we focused on Auburn students between ages 18-26, working to inform them about the prevalence of sexual harassment/sexual assault on our own campus. Our primary research indicated that students on campus were woefully uninformed, so we used social media, newspaper outreach, and public events to raise awareness. We partnered with an established group, Auburn’s Green Dot program, to encourage students to intervene in unsafe situations.

Throughout the campaign, we generated 51,081 impressions across Facebook and Instagram, including 93 shares. We collected 511 signatures on our petition, easily exceeding our goal of 300.

In all, the campaign was successful, allowing us to both raise awareness for a good cause while allowing us to directly support an established organization on campaign.