The NSW Government’s Department of Communities and Justice (DCJ) has launched a new consent education campaign in the wake of the new affirmative consent laws passed by the NSW Parliament in 2021.
The new DCJ campaign is the latest iteration of the #MakeNoDoubt platform first launched by the NSW Government in 2018 and followed by a second iteration in 2019.
Party 15″: https://www.youtube.com/watch?v=eZeNQGXvPAg&list=PLTimwaHp_iwMbJViTQAD-7BCt0kHO0_yC&index=2
Ongoing 15″: https://www.youtube.com/watch?v=hQPiilCaHdY
Chill 15″: https://www.youtube.com/watch?v=wP2fykQmyes&feature=youtu.be
Developed by strategic creative group Frost* collective and production agency Entropico, with market research from Snapcracker, the campaign is aimed at empowering young people to check consent before engaging in sexual activity.
The campaign includes four 15 second spots that play out scenes in which affirmative consent is depicted, in relatable, day-to-day scenarios between young romantic or sexual partners.
It is the latest public consent education campaign, following the Federal Governments flopped $3.8 million milkshake campaign in 2021, created by the Department of Education and digital agency Liquid Interactive.
The milkshake campaign was heavily criticised as being confusing, having depicted consent using strange euphemisms. Clementine Ford and independent creative agency The Royals responded to the campaign with a two and a half minute video aimed at providing a more accurate educational tool for informing the intended target audience on consent. Marie Claire also responded to the campaign, inviting agencies DDB Melbourne, M&C Saatchi, Ogilvy, The Hallway and The Works to each produce a print campaign delivering a message of awareness around consent, featured in the publication’s June 2021 issue.
Commenting on the new campaign’s support of the NSW Governments new sexual consent laws, minister for women’s safety and the prevention of domestic and sexual violence Natalie Ward said:
“No law can ever erase the trauma of sexual assault, but we have listened to calls for change and consulted victim-survivors and legal experts to improve our response to sexual violence, including the need for community education about consent.”
“Through a series of short videos on targeted social and digital media, this campaign will empower young people to check consent every time they engage in sexual activity.
“This important initiative will build on our work to address harmful attitudes that continue to contribute to non-consensual sexual activity and sexual assault, particularly among young people aged 16 to 24.”
Survivor advocate and director of Rape & Sexual Assault Research & Advocacy, Saxon Mullins said she was happy to be involved in the campaign.
“Using real people and real scenarios helps to not only ensure people understand what the expectations are, but highlights just how easy it is to check for consent and to do the right thing.
“This is a really powerful campaign that I believe will make a massive impact.”
Chanel Contos, CEO & founder of the Teach Us Consent Movement added that she was excited to see the campaign go live.
“It’s great to have examples of what ‘yes’ looks like, and more importantly what ‘no’ looks like and how to respond when you sense that someone is not comfortable, or check that they are.
“It shows the dynamic ways of checking consent through not just words, but body language.
“It’s great to see affirmative consent and examples of consent in action being portrayed in media.”
The digital campaign launched on the 25th of May and will run for 12 weeks across social media, including Instagram, Facebook, TikTok and Snapchat, as well as Spotify, YouTube and Tinder.
Market research – Snapcracker
Creative concept – Frost*collective
Production – Entropico