Generation Yes, so what?

A generation that’s way past the issue.

A campaign by Rutgers to combat violence because of gender norms.

The manifest

A girl is assaulted because she wore a short skirt. A boy's dick pic goes around the whole school. 'That's their own fault' is the easy answer. But blaming a victim for their own behavior is not okay at all.

With "See victim blaming? #saysomething!" we explain what victim blaming is and offer tools to really do something about it.

Promoting the positive norm.

Generation 'Yes, so what?' stands for promoting the positive norm. They find it only natural to promote it. With this we respond to the 'positive' attitude that the target group often has towards issues that older people find very complicated and that they are already totally past the issue.

The creative react culture

We capitalize on the online react culture taking place on Snapchat, Instagram, Telegram and, of course, WhatsApp. Creativity plays an important role because young people derive social status from creative and humorous responses. A GIF sometimes says more than 1,000 words.

Setting a good example leads the way

Research showed that we don't need to convince young people that victim blaming is unacceptable. However, they thought they were alone in their views on this. Our job was to get them to speak out on the subject. So speak up!

Stand by your snap

With a SnapChat filter, you show that you speak up when you see victim blaming. And yes, if you say that on Snap, then of course you really should do so in real life. The filter also ensures that young people get a better idea of what their friends think and that they are not alone.

Responding to #skirtday

The campaign went live with #skirtday. In the vein of "why are you even wearing a skirt like that?", Dutch celebrities including Tim Hofman and Frank van der Lende put on a skirt and shared their photo. Linda, Metronieuws and De Telegraaf, among others, also wrote about the importance of the new campaign.

Generation ‘Yes, so what?’ reacts

In in-depth videos, we have young people talk to each other about how to speak out about these kinds of issues. This is done through reaction videos. We show them a situation and they reflect.

The friends check

Young people who want to check with their friends or how they feel about these topics can use the friend check. You can send this online tool to your friends and see what topics you agree and disagree on. In addition, you get tools and tips that teach you how to discuss these issues.

Check your own opinion.

Polls and filters were used on social platforms to present statements to young people in an approachable way. This required them to take a stand for themselves.

I choose Ditzo

Do you go for fair and sustainable? Choose Ditzo!