RAINN PSA and Digital Advertising Campaign – 30 Years of Hope

LAI Video had the honor of partnering with RAINN, the nation’s largest anti-sexual violence organization, to celebrate an incredible milestone: the 30th anniversary of the National Sexual Assault Hotline. This anniversary offered a powerful opportunity to connect with younger audiences, strengthen the link between RAINN’s brand and its National Sexual Assault Hotline, and set a bold, hopeful vision for the future.

To maximize the impact of this moment, our team produced a powerful PSA video and executed a targeted digital ad campaign to reach key audiences: Gen Z and Gen Alpha.

This strategy, along with RAINN’s revamped approach to their social media engagement, led to incredible success—surpassing year-long goals in just under six months, including:

A 265% increase in active online chats compared to 2023
A 130% increase in active calls compared to 2023
35% increase in media mentions
5.4B potential editorial reach - a 7% increase
$50.3M in earned media value

Beyond the campaign’s overall success, the PSA video significantly exceeded the ambitious goals we set with RAINN in both impressions and completion rates. Some standout metrics include:

Total Impressions: 7,354,838
Total Minutes Watched: 112,440
Total Minutes Listened: 43,417
A 79.55% average completion
- 97.81% OTT Completion Rate
- 98.35% Streaming Audio Completion Rate
- 62.23% Pre-Roll Completion Rate
- 59.45% YouTube Completion Rate

Additionally, the campaign won a Shorty Impact Award in the Public Safety category for its purpose-driven impact.

With this expanded reach—a testament to both the impactful creative and strategic distribution—RAINN can support even more survivors of sexual violence and build momentum in the fight for justice.

A photo of the Capitol Building with the word "Justice" imposed in bold letters.

Background: Honoring RAINN’s Legacy

Since its launch in 1994, RAINN’s National Sexual Assault Hotline and victim service programs have served as a lifeline for more than 5 million survivors and their loved ones. To honor this legacy, RAINN’s campaign embraced the powerful message, “Together, we will create a world free from sexual violence,” highlighting the organization’s dedication to supporting survivors and preventing future violence.

Building a Campaign that Resonates

To connect meaningfully with younger audiences, our creative team focused on building a genuine and powerful link between RAINN and Gen Z and Gen Alpha. We struck a tone that celebrated the anniversary milestone while honoring the crucial importance of RAINN’s mission. Using a bold, mixed-media design with nostalgic elements, we crafted visuals that captivate viewers and drive action across digital platforms.

Our visual approach prioritized authenticity and emotion, while the sound design—featuring ringing phones, voiceovers from RAINN staff, and Spanish-language support—created an immersive experience that underscored RAINN’s dedication to support and community.

A smartphone displays the RAINN website homepage. Cartoon flowers overlay the image.

A cartoon hand reaches for a phone with on screen text that reads: 130% increase in active calls

Precision Targeting for Maximum Reach

To reach Gen Z and Gen Alpha effectively, our digital advertising team developed a targeted, cross-platform strategy. After identifying key regions across the U.S., we optimized our placements across OTT (over-the-top) ads on streaming services, pre-roll ads on YouTube and other top websites, and audio streaming ads to share RAINN’s message. With ongoing tracking and adjustments, we refined our placements to maximize reach and engagement across all platforms.

This strategic approach drove the campaign’s success, exceeding our goals and ensuring RAINN’s message reached and resonated with Gen Z and Gen Alpha across digital platforms.

Meet the Team

Sarah Wides

As Senior Producer & Project Manager, Sarah Wides handles some of our largest projects and oldest clients. Her attention to detail, passion for video, and thorough production experience consistently generate incredible results.

James Favata

As the Vice President of Creative at LAI Video, James offers his docu-style and motion graphics expertise to transform brands and campaigns. He’s won numerous accolades, including two Emmy® Awards as a Director, for his incredible storytelling and vision.

Anthony Jacoway

Anthony is LAI Video's Director of Technical Services and an integral part of our Emmy® Award-winning team. Depending where and when he is needed, you can find Anthony editing, animating, color-correcting, filming, directing, designing, or generally making our team better.

Darcy Waugh

With over 10 years of Sales and Advertising experience, Darcy knows how to put the right message in front of the right people (at the right time too). As LAI Video's Director of Digital Advertising, he organizes all ad placement, distribution, and reporting to ensure your content has the greatest impact.

James Loizou

James Loizou leads the team at LAI Video, building the Emmy® Award-Winning agency from scratch over the last 15 years. His innate balance of creativity and methodology guides our team forever forward towards innovation.

RAINN - "30 Years of Hope"

RAINN PSA and Digital Advertising Campaign – 30 Years of Hope

RAINN

Background: Honoring RAINN’s Legacy

Building a Campaign that Resonates

Precision Targeting for Maximum Reach