2025

Branding
Experiance Design

Braxton DeLauro
Logan McKeown
Hanlin Zhang

1 in 4 women in college campuses will experience some kind of sexual harassment during their time there as a student. Most of the perpetrators are men, often men in fraternities, often during parties, and often while intoxicated. This is largely attributed to the “bro culture” that fraternities promote, a culture that places importance on community and brotherhood within the frat house, and protects and forgives any mistakes that are made within, with little thought or importance put into the, often female, victims. Most solutions to be found are forced and followed on the victim. They require the victims to take responsibility for their own safety, and often produce unreliable results. THE BROTHERHOOD is a change from the formula, with the goal of inspiring change through the perpetrators, and not from the victims. Yet how? The answer we came up with is simple. Hold them to the high standard they build their values around.

THE BROTHERHOOD is a campaign that markets itself to young men in fraternities, using the high-class culture they aspire to, as well as a promise of status to be gained, to guide them into making safer choices, keeping themselves and others accountable, and thinking deeper about keeping themselves safe.