Gov campaign educates teens about rape

By Loulla-Mae Eleftheriou-Smith, marketingmagazine.co.uk, Monday, 05 March 2012 09:24AM

Deputy prime minister Nick Clegg has today launched the Home Office's first marketing campaign to educate the public about what constitutes rape, sexual assault and consent.

The campaign, created by RKCR/Y&R, targets teenagers in a hard-hitting TV ad, which highlights that rape and sexual violence can occur within relationships and is not limited to attacks by strangers.

Clegg said: "We want to bring this issue out into the open and get young people talking about the importance of consent.

"The campaign will give teenagers the facts and support they need to recognise abuse and form healthy relationships."

The ad is aimed at 13- to 18-year-olds and shows a teenage couple alone in a bedroom, upstairs at a house party. The teenage boy pushes his girlfriend on the bed and has sex with her, despite her distinctly saying, "I don't want to".

Another version of the teenage boy is seen trapped behind a glass wall, trying to get his other self's attention and shouting, "She doesn't want to". The ad ends with the strapline, "If you could see yourself, would you see rape?"

The campaign will run on TV and in cinemas until 29 April, and directs teenagers to a supporting site, http://thisisabuse.direct.gov.uk/.

The campaign has been created in partnership with charities Rape Crisis, NSPCC, Survivors Trust, Women’s Aid, Refuge, Respect, Broken Rainbow and Against Violence and Abuse (AVA).

It is part of a long-term campaign run by the Government, called 'This is abuse', which seeks to help teenagers to form healthy relationships. It is part of the Home Office's commitment to tackle violence by challenging attitudes early on.

The Home Office launched a series of TV ads tackling violence and abuse in teenage relationships in 2010, which were directed by 'This is England' creator Shane Meadows. The rape awareness ad has been created by 'Top Boy' director Yann Demange.

Lynne Featherstone, equalities minister, said: "Teenagers are inundated with information about relationships, from their friends, the internet and TV. This campaign aims to dispel the myths that can lead to acceptance of rape in relationships.

"Bringing the issue out in the open will help teenagers feel confident about challenging abuse when they see it and ultimately protect potential victims."

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES

 

This article was first published on marketingmagazine.co.uk

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