The Challenge

The UVA Office of Student Affairs decided to create a video opening the dialogue between students, faculty and "corner merchants" on the importance of being an active bystander. Talking to students, faculty members and local business owners, Paladin directed and conducted sensitive interviews asking questions like "what does it mean to be part of a community?" and "What are your responsibilities?"

The Solution

Paladin recognized the larger nature of this initiative and proposed an overall communication plan that included radio, print, social media, events, and video information. In addition to the video, Paladin Media Group created the initiative#HoosGotYourBack.

The Results

The UVA Office of Student Affairs has expanded the discussion using a Facebook page with over 1,500 "likes", a Twitter page, a "Corner Merchant" initiative that includes #HoosGotYourBack stickers and employee t-shirts, creating heightened awareness about the importance of stepping up. The video was highly successful in getting the word out about HOOS Got Your Back, with over 3,000 views on YouTube and other views from embedded websites.

After the video launch, students, faculty, staff, and community members immediately began to use the #HOOSGotYourBack hashtag on social media to discuss bystander intervention, sexual violence, and to share the video, with hundreds of tweets, retweets, and mentions on Facebook. Since the video launch, the Not on Our Grounds website (where additional information about HOOS Got Your Back can be found), has received over 4,000 visits and almost 8,000 page views to date.

Other University groups are using the HOOS Got Your Back campaign in conjunction with their own initiatives, such as the Alcohol and Drug Abuse Prevention Team (ADAPT).

Read the NewsLeader article about this project here.