The administration has ramped up federal efforts to address sexual assault on college campuses, using Title IX — which prohibits discrimination on the basis of gender at schools that receive federal funding — to push institutions of higher education to reexamine their policies regarding sexual harassment and sexual assault. The Education Department’s Office of Civil Rights is investigating dozens of colleges and universities for failing to comply with the law. As of Dec. 24, it was looking at cases at 92 schools.

“It’s On Us” aims to address the problem by fundamentally shifting the way we think about sexual assault, by imploring everyone to see it as their responsibility to do something to prevent it. The campaign reflects the belief that sexual assault isn’t just an issue involving a crime committed by a perpetrator against a victim, but one in which the broader community also has a role to play.

Of particular importance is the role of men as allies in sexual assault prevention. Most men are not comfortable with violence against women, but often don’t speak out because they believe that other men accept this behavior. By getting men involved, the campaign aims to change this way of thinking and create new social norms surrounding sexual assault, consent, and related issues. So far, the campaign’s ads have been viewed online more than 4 million times and, through a partnership with iHeart Radio, have aired on more than 800 stations nationwide.

In the closing moments of Obama’s spot, he added, “It’s on us – all of us – to create a culture where violence isn’t tolerated, where survivors are supported, and where all our young people – men and women – can go as far as their talents and their dreams will take them.”