While Joe Biden’s victory in the U.S. presidential election was cause for elation among many, it is perhaps even sweeter for independent agency Mekanism and its co-founder, Jason Harris. The agency created the campaign’s logo but started its relationship with the president-elect years ago, leading a campaign to expand the conversation around preventing sexual assault, focused on college campuses.
It’s On Us, targeted to young men, launched in 2014 during the Obama administration, inspired by—perhaps paradoxically—the agency’s work with body spray brand Axe. According to Harris, someone on Biden’s team noticed the campaigns and invited them to a meeting in the Roosevelt Room at the White House.
“They realized that, for a campaign like this, [they] could use an outside firm that knows how to talk to college men,” said Harris. “And if they can talk to college-aged men about attracting the opposite sex, maybe they can do the same about stepping in if they see a non-consensual encounter.”
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November 16, 2020 at 09:20PM
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Why Joe Biden’s Win Was Especially Sweet for Mekanism - Adweek
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