The White House has enlisted the NCAA, MTV and Electronic Arts, the producer of popular video games like The Sims and the Madden NFL franchise, to promote its new public awareness campaign against campus sexual assault.

ADVERTISEMENT

President Obama and Vice President Biden will unveil the "It's On Us" program during an event Friday at the White House. The campaign, according to administration officials, is designed to "create new social norms" by encouraging men to do their part in stopping sexual assaults.

"Most men are not comfortable with violence against women, but often don’t speak out because they believe that other men accept this behavior," a White House official said.

As part of that effort, the administration has recruited high-profile partners who will promote the administration's public service announcements on the issue.

The NCAA will air "It's On Us" commercials at the venues for collegiate championship events like the March Madness tournament, and link to the campaign on its website and social media profiles.

Viacom, the corporate owner of MTV, VH1, BET and CMT will also participate on social media, changing the avatars on its Facebook, Twitter, Tumblr and other social media channels to the “It's On Us” badge. The networks will also promote the campaign on their website and in a series of on-air segments.

EA Sports will similarly use the social media pages for 16 of their most popular gaming franchises to promote the campaign and encourage students to take a pledge to help prevent sexual assaults.

Other corporate and philanthropic sponsors include the PVBLIC Foundation, an organization donating ad space on bus shelters, billboards, magazines, taxi screens, and movie theater ads, and Mekanism, an ad agency that will help develop the campaign's creative concept and design.

The administration will also release a best practices document to help colleges and universities strengthen their responses to sexual assault by highlighting ways schools can shore up their sexual misconduct policies. The Department of Justice will also award more than $6 million in grants to 18 colleges to develop comprehensive sexual assault prevention programs.