KnowNo Project
KnowNo Project
Issue 41 | December 2016
Agency
MarcUSA
Creative Team
Executive Producer Creative Director: Snake Roth VP Creative Director: Stephanie Franke Copywriter: Tommy Crossen Art Director: Carly Neville
Production Team
Cinema Libertad, Director: Robert Stockwell Cinema Libertad, 2nd Camera: John Ponterelli PA: Ana Powers Director of Business Affairs/Celebrity Licenses & Negotiations: Lina Tinoly Hootenanny, Editor: Hannah Whelchel Stevens Hootenanny, Flame: Jim Annerino
Other Credits
Sony/ATV Music Publishing "Til it Happens to You" used with permission from Lady Gaga & Diane Warren
Date
July-September 2016
Background
For decades, the message "no means no" was an attempt to prevent sexual assault. But the problem continues to grow. Every two minutes, someone in the US becomes a victim of sexual assault. The number of cases where consent comes into question is alarmingly high. If the outcome of the highly publicized Stanford case taught us anything, it's that what means no is the issue we face today. However, the legal definitions of consent in the state-by-state laws show that there is a very defined line between right and wrong.
Idea
The KNOW NO project was started to eliminate the gray around sexual consent—starting with a simple online quiz for which every answer is no. Then the idea was to hit the streets of Chicago and college campuses with a message that can't be ignored. Inspired by the Stanford rape case, they zeroed in on the question of intoxication, because it was fresh and relevant in people's minds. Young people were placed, seemingly passed out on beds and couches in public spaces with the visible sign, "If I can't say no, I can't say yes." Because in the light of day, there are no blurred lines. They had them slowly wake, and stand tall to make the dramatic statement--to our youth, to parents, to educators and administrators, to judges, and especially to victims. The events were captured and Facebook, Instagram, YouTube and Twitter pages were created to share the message. People were asked to take the quiz, share the video and take a selfie to share in the gallery.
Results
In less than two weeks, the KnowNo project appeared in more than 20 media articles, some in as far away places as South Korea, India and Italy. Within a month, the video had been viewed 700k times, and still continues to spread. Best of all, local groups have started to use the KnowNo branding and message to replicate their own events.