The White House launched “It’s on Us” Friday, a branding campaign aimed at curbing sexual assaults on college campuses across the U.S.
Cleveland Cavaliers superstar forward is one of the many celebrities who have joined the cause. Per the WaPo:
Entitled “It’s On Us,” the initiative aims to shift the culture in which rape is socially acceptable at colleges and universities, White House officials said. One in five women will be sexually assaulted while in college, according to studies, many of them during their first year by someone they know.
As part of the new effort, the Justice Department Office on Violence Against Women will also award more than $6 million to 18 colleges with grants to develop comprehensive campus sexual assault prevention and response programs.
Several prominent celebrities will participate in public service announcements aimed at enlisting public support for the campaign, administration officials said, including Cleveland Cavaliers forward Kevin Love and actors Jon Hamm and Connie Britton. A slew of other organizations including the NCAA, Big Ten, Atlantic 10, U.S. Olympic Committee, Viacom, Tumblr, the American Association of University Women and Electronic Arts, a leading video gaming firm, have also endorsed the initiative and will feature it prominently in online advertising and in other venues.