Insight: Just like in sports, there are clearly defined sets of rules and boundaries when it comes to sexual consent.
Big Idea: In every situation, the woman is the most important player and men must respect her call.
Kickoff Print Ads
This concept and campaign can extend into every major sport, and we decide to show how it would live in the world of baseball.
Campaign Element 1 - the Jerseys
At the beginning of the season, each player's uniform will feature the campaign logo that represents the campaign message when it comes to consent--you can't steal home base.
Campaign Element 2 - the Field
Each of the 2017 baseball opening games will feature a red baseline from home plate to third base. In addition, there will not be just one opening pitch thrown, but 23, each representing the 23% of women who will be assaulted during their time in college.
Campaign Element 3 - College Campuses
Messages printed on home plates will be scattered on college campuses in a number of unexpected places.