The NSW Government’s Department of Communities and Justice (DCJ) has launched a brand new consent training marketing campaign within the wake of the brand new affirmative consent legal guidelines handed by the NSW Parliament in 2021.
The new DCJ marketing campaign is the most recent iteration of the #MakeNoDoubt platform first launched by the NSW Government in 2018 and adopted by a second iteration in 2019.
Party 15″: https://www.youtube.com/watch?v=eZeNQGXvPAg&listing=PLTimwaHp_iwMbJViTQAD-7BCt0kHO0_yC&index=2
Ongoing 15″: https://www.youtube.com/watch?v=hQPiilCaHdY
Chill 15″: https://www.youtube.com/watch?v=wP2fykQmyes&characteristic=youtu.be
Developed by strategic inventive group Frost* collective and manufacturing company Entropico, with market analysis from Snapcracker, the marketing campaign is geared toward empowering younger individuals to test consent earlier than partaking in sexual exercise.
The marketing campaign consists of 4 15 second spots that play out scenes during which affirmative consent is depicted, in relatable, day-to-day eventualities between younger romantic or sexual companions.
It is the most recent public consent training marketing campaign, following the Federal Governments flopped $3.8 million milkshake marketing campaign in 2021, created by the Department of Education and digital company Liquid Interactive.
The milkshake marketing campaign was closely criticised as being complicated, having depicted consent utilizing unusual euphemisms. Clementine Ford and unbiased inventive company The Royals responded to the marketing campaign with a two and a half minute video geared toward offering a extra correct instructional device for informing the meant target market on consent. Marie Claire additionally responded to the marketing campaign, inviting businesses DDB Melbourne, M&C Saatchi, Ogilvy, The Hallway and The Works to every produce a print marketing campaign delivering a message of consciousness round consent, featured within the publication’s June 2021 difficulty.
Commenting on the brand new marketing campaign’s assist of the NSW Governments new sexual consent legal guidelines, minister for girls’s security and the prevention of home and sexual violence Natalie Ward stated:
“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 stated she was joyful to be concerned within the marketing 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 & founding father of the Teach Us Consent Movement added that she was excited to see the marketing campaign go dwell.
“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 marketing campaign launched on the twenty fifth of May and can run for 12 weeks throughout social media, together with Instagram, Facebook, TikTok and Snapchat, in addition to Spotify, YouTube and Tinder.
Market analysis – Snapcracker
Creative idea – Frost*collective
Production – Entropico