New sexual consent ads drop the metaphors and go right for the talking genitals

New sexual consent ads drop the metaphors and go right for the talking genitals

CultureMarch 03, 2016 By Simon Berger

Understanding sexual consent remains an issue even with the plethora of marketing campaigns intended to shed light on the unnerving culture. Truth of the matter is, people just aren’t listening to what the commercials, flyers, pamphlets and on-campus reps have to say about it. Just last year, research showed sexual assaults rose on college campuses and are especially prevalent during college football gamedays. There’s obviously a problem, and the solution seems distant.

Enter the new advertising campaigns regarding sexual consent that you could comfortably define as not beating around the bush. Using animated genitals, the commercials showcase a series of situations when a guy might feel the urge to make a sexual move but shouldn’t because the female hasn’t said no. In the case of the commercials, the male is an animated penis and the female is an animated boob and vagina.

"If you look at other campaigns around consent, they tend to speak in analogies," Terry Drummond, chief creative officer at Juniper Park\TBWA, tells Strategy magazine. "It's always saying it's like this other thing. But no, it's not about those other things. It's about sexual consent, and these are the most relevant characters in that conversation, so why aren't we saying and showing what it is?"

"It's simple and addresses consent without dancing around the topic," adds Project Consent founder Sara Li. "It makes it easier to talk about, like it should be, for students or teachers or parents. It should be approachable and direct and easy to see what is and isn't appropriate."

Unless you have consent, keep the P away from her V. It’s pretty simple. Don’t be an asshole.