Nearly 2 million Texans have been sexually assaulted—that’s 1 in 5 women and 1 in 20 men. The Texas Association Against Sexual Assault (TAASA) sought to engage younger Texans in a conversation around gender equity and to promote healthy examples of individuals breaking gender norms. TAASA and Citizen launched a statewide media campaign, online and in movie theaters, to encourage audiences to take a pledge against gender inequality and stereotypes that create an unequal balance of power and contribute to sexual violence. An anthem spot asked people to “Break The Box,” showing our target— high school students and adult influencers—breaking through the gender boxes placed by the people in their lives.
With more than 3 million impressions and 1,233,617 views, we far exceeded the initial goals set for the campaign. Beyond the hard numbers, positive letters and comments from Texas and beyond continue to pour in showing people’s support for the campaign’s message. Community rape crisis centers have also adopted the campaign as educational material to create change at the local level. A phase two of the campaign is in development with PSA distribution, classroom toolkits, posters and digital media.