JWT, White Ribbon Launch New Phase Of "20 Minutes Of Action For Change" Campaign

Earlier this year Dan Turner, father of convicted sex-offender Brock Turner, the former Stanford University swimmer characterized his son’s act of sexual assault as “20 minutes of action.” The younger Turner was sentenced to 6 months in prison for sexually assaulting a woman on Stanford’s Palo Alto campus.

J. Walter Thompson Canada and White Ribbon responded by turning the phrase into a call for action as part of a new campaign that urges fathers to take 20 minutes to talk to their sons about consent, boundaries and respect for women.

A new phase of the campaign breaks Friday Nov. 25, which is International Day For The Elimination of Violence Against Women. Now the agency and the grass roots group are asking organizations and people to donate 20 minutes to support the initiative.

They can do so by donating their social channels, their ad space or allow home page takeovers. JWT has developed creative, from banners to video, cover images, avatar and custom ‘wallpaper’ which can be requested here. According to the agency all participants need to do is upload.



Google, Home Depot, LinkedIn, Yahoo Sports, Bell Media, CBC are among the organizations already on board. And an additional 14,580 minutes of talk about sexual consent and boundaries has been pledged through the microsite 20minutesofaction4change.org.

The site provides ideas for sparking conversations, as well “truths” and “myths” about sexual assault, boundaries and respect. One piece of advice provided: “Teach your kids that ‘no’ and ‘stop’ are important words and should be honored. One way to explain this may be, “Sarah said ‘no’, and when we hear ‘no’, we always stop what we’re doing immediately. No matter what.” 

Ryan Spelliscy, CCO at J. Walter Thompson Canada stated: “The past months have only reinforced the need for individuals to become agents of change and that’s what we’ve been trying to do. Talk the talk and walk the walk.”

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