Home Office 'consent' by Rainey Kelly Campbell Roalfe/Y&R

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This Home Office campaign, created by Rainey Kelly Campbell Roalfe/Y&R, is designed to cut the number of assaults taking place when a woman is drunk by educating young men about the need to gain consent before having sex. The Home Office warns that young men risk being accused of rape unless they are certain they have the consent of their sexual partners. It launched on March 14 and comes amid concern about the low conviction rates for rape cases in England and Wales.

 

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Released: 16 March 2006

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Credits

Project
Home Office - consent
Client
Sharon Sawers, strategic communications adviser at the Home Office
Brief
To get men to seek active consent before sex
Creative agency
RKCR/Y&R
Creative partners
Mike Boles and Jerry Hollens
Photographer
Ben Stockley
Planner
Megan Thompson
Media agencies
Starcom (radio), Mediacom (press), Posterscope (outdoor, ambient).
Exposure
Men's monthlies/weeklies, ambient (washroom posters and condom machines), radio

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