On Friday, President Obama announced the White House's next strategy for reducing sexual assaults on college campuses, enlisting the help of celebrities, student leaders and major corporations.
The Obama administration has unveiled the "It's On Us" campaign, which is aimed at engaging college communities in preventing sexual assault.
BARACK OBAMA VIA THE WHITE HOUSE: "As far as we have come, the fact is from sports leagues to pop culture to politics, our society still does not sufficiently value women. We still don't condemn sexual assault as loudly as we should."
The campaign utilizes star power to encourage college students to take action and prevent sexual violence before it happens.
IT'S ON US: "It's on us to stop sexual assault."
Celebrities such as Jon Hamm, Kerry Washington and Kevin Love all joined in to promote the campaign, which places an emphasis on getting men involved.
A White House press briefing explains: "Most men are not comfortable with violence against women, but often don't speak out because they believe that other men accept this behavior. By getting men involved, we can change this way of thinking and create new social norms."
That's likely why it got the NCAA and Electronic Arts, a leading video game company, involved to bring the "It's On Us" message to their respective audiences.
The campaign has no shortage of other partners such as MTV, CMT and BET working to create original content that reaches college students.
Also a part of the plan, the Department of Justice's Office on Violence Against Women will award more than $6 million in grants to 18 colleges to develop better response and prevention programs.
This video includes images from Getty Images.
