20 MINUTES 4 CHANGE White Ribbon
One in five women will be sexually assaulted during their college and university years. When the Stanford rapist’s father used the deplorable euphemism “20 minutes of action” to describe the rape his son committed, White Ribbon wanted to find a way for dads to take action.
We turned one dad’s negative phrase into a movement all dads could get behind by creating #20MinutesofAction4Change. It became a rallying cry for dads across the globe to talk to their sons about consent, boundaries and respect for women. The initiative culminated on Nov 25th, the United Nations’ International Day for the Elimination of Violence Against Women with over 100 companies donating their social channels and ad space for 20 minutes.
Over 170 million media impressions were generated and millions of conversations were started between dads and their sons, all to one day help put an end to sexual assaults on campuses.