The White House today launched a public awareness and education campaign aimed at engaging college students in preventing sexual assaults.

The “It’s On Us” campaign “aims to fundamentally shift the way we think about sexual assault, by inspiring everyone to see it as their responsibility to do something, big or small, to prevent it,” according to a White House fact sheet. A PSA released today features celebrities including Jon Hamm, Kerry Washington and Questlove saying “it’s on us” to not blame the victim and to not look the other way.

Student leaders from nearly 200 colleges have signed on to bring the campaign to their campus, while the National Collegiate Athletic Association will feature the campaign on its website and in its magazine, and will hold a “half-day session on sexual assault and violence prevention” at its January conference.

A pledge on the campaign’s website asks people to “recognize that non-consensual sex is sexual assault”; “to identify situations in which sexual assault may occur”; “to intervene in situations where consent has not or cannot be given”: and “to create an environment in which sexual assault is unacceptable and survivors are supported.”

The campaign builds on the work done by the White House’s Task Force to Protect Students From Sexual Assault. The task force released in January recommendations on how to prevent and respond to sexual assault on college campuses.

An estimated one in five women are sexually assaulted while attending college.