college party bros

understand what means yes

giving them a lesson from a thesarus

I’ve always loved cornering young boys at various locations and asking them if they know what consent is. And by the way, not talking in a creepy way, more of an “endearing, motherly, weird random girl at the trampoline park who is 10 years older than me but feels some sort of moral obligation to talk to me about this” kind of way. I just consider it the tax I must pay because I have been given the gift of being so unafraid of 12 year old boys.

Shocking to say the least, none of them have had the consent talk. And also shocking, but somehow less shocking, neither have 18 year old boys.

Just how much do men misunderstand consent? Here are some stats:

︎︎︎ 1 in 10 people surveyed (16-18 year olds) said they weren’t sure or didn’t think it was rape to have sex with a woman who was very drunk or asleep.
︎︎︎ A third of men thought that if a woman had flirted on a date it wouldn’t be considered rape if she hadn’t explicitly consented to sex.

︎︎︎ Almost 25% believed that in long term relationships, sex without consent was not normally considered to be rape.
 ︎︎︎ Men had a more difficult time identifying which scenarios would be categorized as consent.

Colleged aged students are especially vulnerable to misunderstand consent, as 54% of sexual assault victims are ages 13-34. Plus, when we take into account that 93% of victims know their abusers, chances are that people aren’t generally malicious, just ignorant.

KEY INSIGHT: people generally aren’t malicious, just ignorant.

But how do we get them to listen? Out of all the brands in the world, which one is best positioned to take a stand on places like college campuses? 

The idea that “no means no” is easy to get behind. But, what about “yes means yes?” 

Strategy: Carinne Crum
Art Direction: Bri Lucero
Copywriting: Kate Salisbury