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Let’s talk about sexual consent | Work

Ad Nut, despite his crazy activities, recognizes the seriousness of sexual consent. Even in its wild forest days, the country always took this crucial step.

The Australian Department of Social Services has partnered with creative agency BMF to launch the national behavior change campaign ‘Consent Can’t Wait’. Influencers are urged to educate young people about sexual consent, emphasizing the need for continued understanding and dialogue.

The campaign is confronted with the harsh reality: one in five women and one in sixteen men are confronted with sexual violence, while half of women and a quarter of men experience sexual harassment. These statistics, as alarming as they are, do not fully reflect the experiences of the queer community. It is said that lack of understanding around consent remains a major factor in sexual violence.

The campaign features real Australian couples delving into their internal reflections on consent. Questions like “How do I know if there is permission?” and “Does a kiss mean more?” reflect the uncertainties facing the next generation. By promoting open conversations, this initiative aims to provide adults with essential tools for meaningful discussions.

Christina Aventi, Chief Strategy Officer, BMF said: “Consent is a culturally charged word, fraught with connotations, systemic inconsistencies and media rhetoric. It’s also a personal and private topic, so people don’t talk about it unless they “need” to. But across Australia, people are engaging with consent-relevant moments. Research shows that one in two of them are confused about consent and harbor questions about the subject that they keep to themselves. And as long as we keep quiet about our questions about consentuntil we know the answersthe next generation will do the same.”

Kiah Nicholas, associate creative director, BMF, said: “From casting real couples, to an intimacy coordinator on set, to wardrobe autonomy, to giving permission on how the scenes play out; consent was integrated into every facet of the campaign process. It was critical to us that our campaign not only walked the consensual talk, but also walked the consensus walk. If we can’t act with consent, how can we expect the Australian public to act?”

Today, discussing sex and sexual consent should no longer be taboo. The campaign is simple, direct and educational– not only for young people, but also for their parents. It also includes a ‘community kit’ with flyers to raise awareness, and a resource center with links to sexual health and sexual violence services.

However, an essential part is missing. Sexual violence transcends mere consent. Decades of research expose its deep roots: misogyny, femmephobia, queerphobia and entitlement. And here’s the thing: There’s also research showing that men understand sexual consent; they just don’t respect it.

As we navigate 2024, let that sink in.

CREDITS:

Client: Ministry of Social Affairs
Branch manager, campaigns and strategic communications: Mardi Stewart
Director, Campaigns: Turong Francis
Co-campaign manager: Nicole Bell
Co-Campaign Manager: Lauren Jeffrey
Campaign Officer: Laura Griffin

Creative agency: BMF
Chief Creative Officer: Alex Derwin
Chief Innovation Officer: Tara McKenty
Group Creative Director: Tom Hoskins
Associate Creative Director: Kiah Nicholas
senior Creative: Nathan Pashley
Head of Art & Design: Lincoln Grice
Chief Strategy Officer: Christina Aventi
Director of Planning: Jess Sutanto
Managing Director: Stephen McArdle
Managing Director: Richard Woods
Group Accounts Director: Victoria Vernardos
Senior Account Manager: Anja Cherry
Head of Television: Jenny Lee-Archer
Agency Producer: Honae MacNeill
Completed Artist: Jayde Chan
Creative Services Director: Clare Yardley
Digital Lead: Sam Elliott
Digital Producer: Haydon Fanning
UI/UX designer: Janet Tyler
Production Director: Karen Liddle
Integrated producer: Simone Plaza
Digital agency: Orchard
Production company: Revolver
Director: Dani Pearce
Executive producer: Pip Smart
Post-production: ARC Edit
Editor: Phoebe Taylor
Sound production: Cam Milne / Squeak E Clean
Music: Lydia Davies/Squeak E Clean
DOP: Jeremy Rouse
Production Director: Sarah Nichols