Let's talk about sexual consent

Ad Nut, despite its nutty pursuits, recognises the gravity of sexual consent. Even in its wild woodland days, it always took this crucial step.

 

Australia’s Department of Social Services has partnered with creative agency BMF to launch the national behavior-change campaign, “Consent Can’t Wait.” Influencers are urged to educate young people about sexual consent, emphasising the need for ongoing understanding and dialogue.

 

Christina Aventi, chief strategy officer, BMF said: “Consent is a culturally loaded word, fraught with connotations, systemic inconsistencies, and media rhetoric. It’s also a personal and private topic, so people don’t talk about it unless they “need” to. But all across Australia, people are engaging in consent-relevant moments. Studies show that one in two of them are confused about consent and harbour questions about the topic that they keep to themselves. And, as long as we continue to hold our questions about consent silent—as long as we don’t know the answers—the next generation will too."

 

Kiah Nicholas, associate creative director, BMF, said: “From casting real couples to an intimacy coordinator on set, to wardrobe autonomy, to consent over how the scenes were set; consent was integrated into every facet of the campaign process. It was critical to us that our campaign didn’t just talk the consensual talk but walked the consensual walk. After all, if we can’t act with consent, how can we expect the Australian public to?"

 

In this day and age, discussing sex and sexual consent should no longer be taboo. The campaign is simple, direct and educational—not just for young ones but also their parents. It also includes “community kit” with flyers for spreading awareness, and a resource hub with links to sexual health and sexual violence services.

CREDITS:

Client: Department of Social Services
Branch Manager, Campaigns and Strategic Communication: Mardi Stewart
Director, Campaigns: Turong Francis
Co-Campaign Manager: Nicole Bell
Co-Campaign Manager: Lauren Jeffrey
Campaign Officer: Laura Griffin

Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Chief Innovation Officer: Tara McKenty
Group Creative Director: Tom Hoskins
Associate Creative Director: Kiah Nicholas
senior Creative: Nathan Pashley
Head of Art & Design: Lincoln Grice
Chief Strategy Officer: Christina Aventi
Planning Director: Jess Sutanto
Chief Executive Officer: Stephen McArdle
General Manager: Richard Woods
Group Account Director: Victoria Vernardos
Senior Account Manager: Anja Cherry
Head of TV: Jenny Lee-Archer
Agency Producer: Honae MacNeill
Finished Artist: Jayde Chan
Creative Services Director: Clare Yardley
Digital Lead: Sam Elliott
Digital Producer: Haydon Fanning
UI/UX Designer: Janet Tyler
Production Director: Karen Liddle
Integrated Producer: Simone Plaza
Digital Agency: Orchard
Production Company: Revolver
Director: Dani Pearce
Executive Producer: Pip Smart
Post Production: ARC Edit
Editor: Phoebe Taylor
Sound Production: Cam Milne / Squeak E Clean
Music: Lydia Davies/ Squeak E Clean
DOP: Jeremy Rouse
Production Director: Sarah Nichols

 

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