The world is filled with warnings, from newscasts to films. But on YouTube, there’s nothing that warns youth about the content they’re about to watch. The YWCA wanted them to be aware of how sexualization in pop-culture contributes to violence against women. So, together with Rethink, they hijacked music videos by placing a six-second warning before they played. The unskippable format of “Six-Second Ambush Advisories” also meant the warnings couldn’t be ignored.

The YWCA’s small-scale campaign (which picked up a Gold Targeting) got people talking about the sexualization of women and girls, and showed why women’s equality is more important now than ever before.