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Eradicating Rape Culture by Taking Over Banner Ads

Eradicating Rape Culture by Taking Over Banner Ads
Advertising

MTV adverts express an important message about empowering sexual assault victims with the power of attention

Azalea Pena
  • 15 february 2016

MTV will no longer tolerate silence around the issue of rape, as bolstered by an ever-present rape culture: Their Invisible Ads campaign is hijacking banner ads so that sexual assault and sexual assault cases are no longer ignored the way we tend to pass over Internet advertising.

The goal of MTV’s Look Different campaign is to “erase hidden racial, gender and anti-LGBT bias” with the hopes that if bias is eradicated, people might talk more openly about such matters and deal with them in a more holistic way. Part of the campaign is raising awareness about rape culture and how this all-too ubiquitous mindset is empowering perpetrators while silencing victims.

“Ignoring rape culture the way we ignore ads doesn’t make it go away,” says MTV’s Invisible Ads primary message.

mtv rape culture psfk.com

MTV sought the help of Preacher, an Austin-based ad agency, on the ads. Once MTV hijacks the ad, they inject a powerful message about how society refuses to address the problem of rape culture.

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MTV hopes that when the message is received loud and clear, people will begin to openly discuss and better frame sexual assault cases, which in itself, is a huge step in ending our endemic rape culture.

Look Different Campaign

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