Rape culture is seeded in how men speak to each other. It spreads through conversation and encouraged through peer pressure. Rolling Stone wants to nip that in the bud by focusing on changing how men speak to other men with a simple microsite and a pledge.
In order to promote the campaign, Facebook ads will urge users to take the pledge which will lead them to the microsite.
Rolling Stone partners up with Cosmo to give the power to change the diction of men to women with the the Misogynazi app: an app that will take inapporpriate texts and correct them like an ornery English teacher.
A pop-up ad showcasing the app will appear whenever anyone visits either Rolling Stone's or Cosmo's website.
On Snapchat Discover, Cosmo will have a feature of the app to direct people to download it.