Let's Talk About Yes / Amnesty International
Concept
Using stickers and sexting to get the attention of a very specific audience, tackling an important societal issue.
The objective was to create an awareness campaign about sexual consent focused on men and get them to sign the Amnesty International petition for a fairer legislation regarding rape in The Netherlands. But also… Make men understand that consent is sexy, engage them in the conversation about sexual consent. Normalize talking about consent in a sexual relationship. Make something PR worthy.
Insight
There’s a widespread confusion around consent. Everyone knows what it is, yet (barely) none knows how to communicate it. The general idea is that asking for consent looks like asking to fill in a form. With stamps and footnotes. No one would do that while their mind is already in their panties. But everyone does dirty talk. Why not use that?
Creative approach
Stickers with sex and pop culture references placed in highly male-dominated venues (club/sport bar/pub urinals, stadium bleachers, gyms, Red Light District, etc.). QR codes on the stickers drive traffic to a dedicated website with further downloadable content, including a dirty talk / consent dictionary, whatsapp stickers, prints, artworks etc. Users on the website will be prompted to read more about our campaign and signing up the petition.
Submission to Young Dogs NL 2021.
