The campaign launched on St. Valentine’s Day. It uses the chronology of a date to break down different stages of consent, the campaign puts a spotlight on how people do (or don’t) address consent in their own lives.
From sliding into DMs, to buying someone a drink, to sharing a ride to the next destination, Absolut makes it clear that Only a Yes to Sex Is a Yes. Because sex without consent is sexual assault.
The campaign includes out of home, print, digital and social advertising – supported by a roster of influencers and a partnership with RAINN, the nation’s largest anti-sexual violence organization.
“In a recent survey conducted with 21-30 year olds for Absolut by KRC Research, we learned that nine in 10 have talked about consent with their friends and family, and that nearly one-third said they talk about the topic of consent frequently or all the time,” said Ann Mukherjee, chairman and CEO of Pernod Ricard North America. “Additionally, 61% said they believe companies should play a role in tackling this issue. When you pair that data with the startling reality that every 73 seconds, an American is sexually assaulted – frequently involving the perpetrator’s misuse of alcohol – you can understand why we feel compelled to take a stand on the issue of consent.”
Absolut said its partnership with RAINN will help even more survivors of sexual assault each year and continue the organization’s vital work to educate the public, prevent sexual violence, and ensure that perpetrators are brought to justice. Importantly, Absolut will work with RAINN to develop and implement new, culturally-relevant campaigns and programs that aim to prevent all people from using alcohol as a tool or excuse to violate consent.
“We look forward to working with Absolut to tackle the important issue of consent head-on, and to use this partnership to advance cultural understanding of the problem and create real-world solutions,” said Scott Berkowtiz, president of RAINN. “We are excited by the potential for the brand’s reach to call attention to this important issue.”
On Valentine’s Day, Absolut will engage consumers via social media. For every share or retweet of our campaign, Absolut donated $1 to RAINN. Donations from the Valentine’s Day engagement will be in addition to an initial donation to support RAINN’s work from Absolut. Mukherjee will become a member of RAINN’s National Leadership Council on behalf of Absolut.
Absolut has also committed to take action in support of responsible drinking and consent by:
- Listen. First and foremost, we need to listen – to understand the challenges real people face as they navigate how to respect, accept and give consent and the role of alcohol in that process so that we can determine the right role for us to play. We gain permission to act by prioritizing listening.
- Convene. Building on our long history at the cultural vanguard, we can use the power of our brand to convene frank, honest and open conversations about consent.
- Act in Partnership. Working with expert partners, we will develop and implement new, culturally-relevant campaigns and programs that aim to prevent alcohol from being used as a tool or excuse to violate consent.