The University of Oregon School of Journalism and Communication teamed up with the Division of Student Life and Athletics to create the poignant video “Ducks Do Something,” urging viewers to take action and initiate change on campus.

It’s one part of the UO’s bystander-intervention campaign, and it draws on one of the most promising forces the university has for addressing sexual misconduct and intolerance – a student body that is both informed and empowered.

Carolyn Chambers Distinguished Professor of Advertising and Area Director Deb Morrison along with SOJC students Pam Cressall and Carlyle Garrick – wrote the script – and served as the producers of the video, which was filmed in the SOJC’s studio. Cressall and Garrick also made cameos, along with Kayla Gordon and Fahmo Mohammed.

“It’s so gratifying to work with a dedicated team on a subject of importance to us all,” Morrison said. “The video is part of a system of messages and actions that we must do together.”

The video is the newest resource in the university’s effort to reinforce its standards and expectations for students in the wake of a nationwide focus on preventing sexual assault and misconduct. Officials say such peer-to-peer initiatives are an important tool in changing attitudes and engaging students on a wide range of issues.

“What we’re really trying to do is have students influence other students,” said Gordon, who was featured in the video. “It’s all about changing social norms. It’s about bringing people into the conversation, making them aware of it, and asking them to do something about it.”

Many other projects and activities are planned to follow up and expand on bystander-intervention training and programming. The video will be used in organized discussions about bystander intervention with a variety of student groups over the current academic year.

The video, “It’s On Us,” brings attention to sexual misconduct and intolerance and is part of the national campaign coordinated by the White House.

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Written by Jessica Glackin ’15