This project had a twofold goal:

1. Building awareness of the importance of reporting antisemitic incidents
2. Sticking in people’s minds so that they’d remember this long after the ads were printed.

The solution?

• • • An out-of-the-box , memorable campaign name and powerful tagline:

Hated? State it. Your report can save lives.

• An ad campaign with intriguing headlines – compelling each reader to take it seriously.
• Concept and voiceover copy for a video.
• A sticky CTA throughout all the marketing compelling people to action: Nothing should ever happen. If it does, remember: ou.org/state-it